Extravagant Instagram proposal being criticized as marketing stunt!

Oop! The super viral extravagant Instagram proposal was staged?
Well it turns out Marissa Fuchs’ ‘surprise’ luxury marriage proposal hunt, was planned all along! The style influencer previously made it seem like her boyfriend, Gabriel Grossman, had shocked her with the adventure. But an article by The Atlantic reveals otherwise. According to the publication, Fuchs and Grossman had pitched the plan to brands, apparently for sponsorship, ‘months before it even began’. 


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found myself a keeper ♥️

A post shared by MARISSA CASEY FUCHS (@fashionambitionist) on

Infleuncer marketing at its best

On Tuesday, June 18, fashion/style influencer Marissa ‘Riss’ Fuchs, posted a video that would become a big Insta hit, for the days that followed. In that video, you would see her boyfriend, Gabriel ‘Gabe’ Grossman, dishing out details on a certain ‘surprise’ scavenger hunt he’d put together for Marissa, to lead her to a marriage proposal.

Soon after, another video surfaced of Marissa of herself, acting shocked, even breaking down in tears at a point. “You’re lying. What the f— is happening?!”, she’d said.“What’s even happening? I’m confused! He’s proposing in my office? What is happening!”

The next 48 hours were probably the biggest in Riss’ life. Her follower count shot up by 25,000 instantly, and her engagement rate matched up. Everyone was glued to her account, keenly following story updates on how this lavish adventure would unfold. Various news and entertainment platforms couldn’t wait to write about the biggest, most extravagant Instagram proposal ever.

“Is this the most extravagant Instagram proposal EVER?”, Daily Mail captioned

And truly, it lived up to expectation!

Gabriel just had to send a ride, with a few instructions, and Riss would go on to uncover unending goodies and gifts. From nights in expensive hotels, to elegant outfits, paid-for flights from Miami to Paris, elaborate dinner parties, costly jewelry, luxurious spa treatments; Marissa was living the dream! All as a build up to the grand proposal, which as we write, isn’t here yet.

BUT JOKE’S ON YOU! It’s all just a SPONSORED plan!!


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riely dreamy ✨

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Brands had been contacted to help with sponsorship for the couple’s dream

“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”, The Atlantic wrote.

With the title, “a one-of-a-kind proposal experience for a one-of-a-kind female ambitionist,” the couple sent — ironically — proposals to as many brands as possible.

It continued: “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 encompassing [sic] 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.”

Also, the PDFyes PDF— had photos of the pair’s previous adventures, and a summary of Fuchs’ metrics, both social media & blog. It even included a background of their relationship.

It further had details of how the adventure would go, which so far seems to have gone as planned.

“Video Announcement *IG Journey Long-Form Video Kick-Off Post*,” the description for Tuesday morning read– and Fuchs delivered. “Gurney’s Resort Breakfast/Check-Out *IG Short Film Next Stop Post*”, another one which was followed.


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When word about the adventure not being a real surprise broke out, the couple decided to come clean.

At that point, Riss and Gabe had nothing more to lose — the plan was already underway and people were hooked!

A friend of the influencer,  Elicia Blaine Evans, took the chance to explain it all.  She was given access to Fuchs’s phone and posted a story on Instagram address any rumors about the proposal being a setup.

“So I’m stealing Marissa’s phone for the next God knows how long,” Evans says in the post, “and we’re going to get through this.”

Elicia describes the deck as a “logistical plan” created with Gabe and a few of Riss’ friends.

And later, Gabe himself came out to debunk claims. He revealed that it was actually Elicia, a social media marketer, that suggested they reached out to brands. He stated further that they had received no money for posts, as none were sponsored.

“I was trying to do something that I knew Marissa would love,” Gabe explained

But did people buy this story? Guess not.

Many have pointed out that the preciseness and clean design of the PDF makes it hard to believe Marissa knew nothing about it. In fact, Bryan Pedersen, an advertising executive who received the deck too said;

“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 detail.” 


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My sun kissed angiely 💕 @gabriel.grossman

A post shared by MARISSA CASEY FUCHS (@fashionambitionist) on

Extravagant Instagram proposal being criticized– was planned all along!

Meanwhile the internet is giving the couple a tough time in their comments. Ever since the ‘truth’ was discovered, it’s been nothing but heavy criticism.

“Everyone who thinks this is real is a total ditz. This is staged as f*ck. good marketing strategy tho”, one user said under Marissa’s recent post.

“You’ve been exposed. Give it up!”, one fed up user said. “This is the worst cringe in internet history. Fuchs off my internet”, a comment read.

“Why are you lying about everything? Your pitch deck is on Twitter”, another said.

“Everyone waiting in suspense – this is all fake. Next is a helicopter to Montauk…”

“‘I’m so surprised by this ad campaign I planned and pitched months ago. Please please please ignore that I’m basically a commercial break in your life, and am emotionally manipulating you into buying stuff from brands. I’m not your friend, I’m here to make money from you. Like and share’,” one other joked.


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One person stood by their side though. They wrote:

“Anyone stating that this whole thing is staged is 100% accurate! And guess what?? ALL proposals and weddings are staged or planned! Pretty sure my husband had executed a plan that included when/where/and how he was going to propose.”

“A ring didn’t magically appear on a random day in the middle of nowhere only to have him mysteriously end up on one knee! The execution of this is brilliant and thoughtful and beyond creative and revolutionary! Don’t hate the fact that someone executed a proposal in an epic way and let’s just celebrate the creativity and love!”

Well well well, what do you think? Leave comments below

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Amanda Lucy


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