Recently the world of marketing was rocked by its latest mini-scandal when fashion influencer and Goop employee Marissa Fuchs participated in a surprise wedding proposal. Proposals often come with a bit of planning and the element of surprise, but even by rom-com-proposal-in-a-crowded-stadium standards, this went beyond the pale. Fuchs went on a multi-day scavenger hunt culminating in the surprise proposal and her 200K followers went along for the ride. The only wrinkle was that the entire episode was a well-crafted marketing stunt with full brand participation. Fuchs was able to use her influencer following to entice brands to get on board and sponsor portions of the trips, provide products, venues and so on. Once the story broke that the "surprise" was anything but, many people felt betrayed, and the blowback was immediate. As trust in influencers wanes, even as marketing budgets increase, is it time to wonder if we get the influencers we deserve?
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