When you spend your days cultivating a following on Instagram as an 'influencer', it's only natural that you would share some of your most personal moments with the internet – such as your engagement.
One man recently popped the question to his influencer girlfriend of six years and he planned the whole thing so that her followers were able to watch along as it unfolded.
On June 18, Marissa Casey Fuchs, 30, shared a video on her account @fashionambitionist, in which her boyfriend Gabriel Grossman explained that he had the most "important question of [his] life" to ask her, but he didn't want to do it in a traditional way.
As a result, Marissa, who has more than 190,000 followers, was sent on a scavenger hunt to find her fiancé-to-be and a very sparkly ring.
The influencer, who works as the director of brand partnerships at Goop, was taken on a 48-hour whirlwind trip to various locations, starting in New York and heading to Montauk, Miami and finishing in Paris.
Along the way she and her closest friends stayed in fancy hotels, enjoyed luxurious meals and were given clues to help her work out when she would be getting engaged.
Various brands and companies also made appearances along the way as she was 'gifted' clothes and beauty looks to wear in her photos and videos.
Eventually she ended up at Château Bouffémont, where her Prince Charming was waiting to get down on one knee, but that wasn't the last surprise in store – the pair's families then emerged from inside the grand house and Fuchs was told she'd be getting married that very day.
Some people called the proposal "insane" and "amazing" but others thought it was "fake" and "creepy".
Speculation that the whole thing was just a clever marketing stunt was furthered when a pitch deck for the proposal was discovered by The Atlantic.
The deck outlined every detail of the engagement, including a social media posting schedule, and is thought to have been sent out to potentially obtain sponsorship for Instagram content.
It's not clear whether any sponsorship was obtained for the Instagram posts as they weren't tagged with #Ad or #Sponsored – but Grossman did receive discounts for items given to Marissa during the scavenger hunt and certain services, such as hair and make-up, were provided free of charge.
The pitch read: "This summer, Marissa of @FashionAmbitionist will be pulled into a surprise adventure created by the center of her life, Gabriel.
"He will remotely ask her to take an unexpected and sentimental journey to him, a journey that will encompass many familiar stops along the way that offer their own unique gifts.
"We're pleased to offer your brand the opportunity to align with this momentous occasion and the beautiful cities she will be visiting along the way."
Despite this, Fuchs' friend, Elicia Blaine Evans, claims the bride had no idea what was going on during the scavenger hunt and wasn't involved in the planning of it – but an industry insider thinks it's very unlikely they pulled it all off without her knowledge.
Advertising executive Bryan Pederson, told The Atlantic : "Either her fiancé has been intimately involved in every single aspect of her business and influencer marketing career and knows every detail of her influencer partnerships, or she has had some input into that pitch deck. There's no way a friend or potential fiancé would know how to put together a pitch deck with that much detail."
Despite the criticism of his proposal, Grossman still feels it was the right way to pop the question to his partner as Instagram is such a big part of her life.
He said: "I was trying to do something that I knew Marissa would love. It's not like the rest of my life is going on Bravo. I can be public for a bit for this one moment in our lives; then it will go back to normal."
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