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How Real Estate Developers Are Teaming Up With Social Media Influencers

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In May, the Waldorf brand invited Aysedeniz Gokcin, a Turkish pianist with 105,000 followers on Instagram, to come to New York and film herself playing Cole Porter’s historic original Steinway grand piano, which sits in the Waldorf’s sales gallery. She was joined by her fellow Turkish performer Kaan Sekban, who has more than 500,000 Instagram followers, and together the duo sang Frank Sinatra’s “New York, New York.”It was more than a fun stunt. Waldorf was carefully tracking traffic from the event, and it was pleased by the social media impressions — more than 1.5 million — that were generated.Ms. Gokcin bristles at the term “influencer” — a classically trained pianist, she stayed at the Waldorf Astoria hotel at age 11 when she traveled from Turkey to audition at the Juilliard School, and she said the opportunity to collaborate with the brand was a personal thrill.“It wasn’t …

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