Some people post just about everything they do on Instagram, especially celebrities. But even they don’t usually advertise their addresses.
But 20-year-old actress and founder/editor-in-chief of Rookie magazine, Tavi Gevinson, recently posted multiple photos with the location 300 Ashland, along with the hashtag #300AshlandPartner. Although this might not be the safest and smartest way to do influencer marketing, it’s more original than advertising Fit Tea and Sugar Bear Hear vitamins.
Available rentals in 300 Ashland start at $2,492 for a studio and go up to $5,479 for a two-bedroom, and the building offers a fitness center and a 24-hour doorman. New York Magazine’s The Cut spoke to a PR representative for Two Trees, the building’s management company, who said that although the precise details of Gevinson’s contract cannot be shared, she is living there full-time and paying rent, while being paid by Two Trees.
The unnamed representative said, “We are partnering with a few creative influencers who are great fits for our residential buildings. In a rental market crowded with perfectly staged model apartments, we wanted to show what it’s really like to live in a Two Trees building. Our influencers will continue to create the same great content while enjoying their new homes and neighborhoods, and will be hosting special experiences open to our residents. We think it’s an exciting addition to our marketing efforts and a terrific amenity for tenants.”
Tavi may be the first celebrity to take on this unique Instagram ad endeavor, but the Two Trees representative confirmed that more celebrities will follow in her footsteps sooner than later. She will also host private events for her neighbors in the building. [NY Mag]