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Fuchs has gained more than 20, followers since first posting about the proposal. Many knew exactly how the proposal would play out, hour by hour.
They had seen it all before, in a pitch deck. The viral proposal appears to be a meticulously planned marketing stunt. Derek Thompson: Are influencers frauds or the future of online commerce?
Before the proposal scavenger hunt ever kicked off, marketers at various brands and agencies had received a PDF outlining the future engagement in the context of a potential sponsorship. Fuchs and Grossman did not respond immediately to a request for comment.
Most important, the deck also contains an itinerary detailing how the proposal will proceed, including when and what Fuchs will post. She also did an unpacking post as opposed to a packing one. The PDF not only is expertly designed, but also directly solicits brand partnerships and was sent to marketers under the guise of a possible sponsorship.
Bryan Pedersen, an advertising executive who saw the deck himself, balked at the suggestion that Fuchs was unaware of the contents. Fuchs herself is the director of brand partnerships at Goop, so she is likely aware of how such deals work.
He said it was actually Evans, a social-media marketer who has done work for Michael Kors and Audi, who put the deck together and suggested reaching out to brands. Grossman told Evans about his plans for the scavenger hunt, and Evans, knowing which brands Fuchs regularly works with, helped mastermind the partnerships.
Almost all the ones that did were companies that Fuchs already had a good working relationship with, like FlyWheel, which put on a free, private class, and the clothing designer Love Shack Fancy, which sent Fuchs some free dresses.
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