What seemed like a dream wedding proposal-gone-viral is now thought to be little more than a publicity stunt manufactured by an Instagram fashion influencer and her soon-to-be husband.
As detailed by The Atlantic, Marissa Casey Fuchs has spent the last couple of days on a scavenger hunt across two continents, conveniently tracked by various media outlets who seemed to know all of the details of this surprise trip. The discovery of a pitch deck — a carefully designed PDF littered with photos of the couple that outlines the travel itinerary and social media posting schedule — suggests that the bride was not as unwitting as the posts themselves make out.
Inevitably, the stunt has drawn some ire in the comments on the couple’s Instagram but, despite the emergence of the love story’s as a cynical marketing ploy, it seems to have worked. @fashionambitionist has gained more than 50,000 followers in the last ten days.
Those seeking to create partnerships with the fashion influencer might want to keep in mind that HypeAuditor suggests that her Instagram shows “follow/unfollow patterns,” “massfollowing patterns,” and that her “audience might be inauthentic.”
As The Atlantic notes, influencers seem to be relatively immune to ethical missteps and public outrage as the bond with their audience means that their followers treat them as friends rather than mere celebrities and are thereby much more forgiving of questionable behavior.
What next for Instagram influencers? Which other life events can be packaged as a marketing opportunity? Giving birth? Funerals? Your thoughts in the comments, please.
Lead image from StockPhotoSecrets.