Estonian TV personality Keili Sükijainen's new campaign accused of copying US influencer

Journalist and TV personality Keili Sükijainen has sparked social media buzz with a mysterious product campaign involving a dedicated Instagram account and locked suitcases sent to influencers. However, critics are now accusing the campaign of closely mirroring the marketing strategy of American influencer Alix Earle's brand.

Estonian journalist and TV personality Keili Sükijainen has found herself at the centre of a social media storm after launching what appeared to be a teaser campaign for a new product. The campaign — featuring a dedicated Instagram account called «mistoimubkeili» and locked suitcases sent to well-known content creators — generated widespread curiosity and speculation online.

However, the excitement quickly turned to controversy as accusations began to emerge that the campaign bore a striking resemblance to the marketing approach used by American influencer Alix Earle for her own brand. Critics pointed out the similarities in detail, with some social media users commenting bluntly: «It's embarrassing to watch her take all the credit for this!»

The debate has reignited broader conversations in Estonia about originality in influencer marketing and the fine line between inspiration and imitation. While borrowing ideas from international campaigns is common practice in the marketing industry, the criticism has been particularly sharp due to the high-profile nature of Sükijainen's public persona in Estonia.

As of now, Sükijainen has not publicly addressed the plagiarism allegations. The mystery product itself has yet to be officially revealed, meaning the campaign — controversy and all — continues to keep audiences guessing.