A social media campaign has pulled off a real coup on Instagram.
An account called "world_record_egg" launched on January 5, with the sole intention of achieving the "most-liked photo" record with a photo of an ordinary egg.
It cracked that goal today, peck-ing up the title with over 18.3 million likes from over-egg-cited fans to overtake the previous title holder, reality TV star Kylie Jenner.
The first photo of Jenner's newborn daughter, posted on Feb. 6, 2018, was the leader until this new, mysterious challenger appeared.