In the latest instalment of B&T’s Under The Influence, we look at TikTok star-turned ‘entrepreneur’ Indy Clinton.
Clinton has dropped a number of cheeky social teasers for a new venture called ‘Behind the Laundry Door’, with followers left guessing at what it actually is.
Most bets have landed on a lingerie or underwear brand, though some believe it could be a podcast.
The teasers, several of which feature her husband in raunchy positions, often referred to as ‘Big Eddy’, in suggestive poses. The posts have already stirred backlash online, with critics accusing Clinton of leaning too hard into shock value to generate buzz.
View this post on Instagram
One follower commented: “Weird. Don’t need to see this type of content.”
Another commented: “Don’t listen to the Karen’s this is gold girl!!”
It’s not the first time Clinton has weathered criticism over a business launch.
After starting as an ambassador for haircare label ‘Bouf’, she became an equity partner. However, fans were quick to point out that much of the social media content promoting the line of haircare products featured Clinton in a wig.
The move sparked confusion and scepticism among followers, many of whom questioned whether the results being shown were genuinely achievable with the product, or simply the effect of synthetic hair.
Despite the rocky start, Bouf has since built a reputation, with the brand now attracting largely positive reviews.
View this post on Instagram
Whether Behind the Laundry Door follows the same trajectory of rocky launch to redemption arc remains to be seen.
But Clinton’s willingness to stir up some online drama as a marketing tool is clearly a pattern rather than a one-off.
Her approach also follows a broader industry shift among high-profile creators: rather than promote a brand, they’re owning them and using their own personal platforms to promote them.
For now, details on Behind the Laundry Door remain scarce beyond the teaser campaign and Clinton hasn’t confirmed exactly what the brand will sell or when it will officially launch.
Given her track record of turning backlash into buzz, B&T’s Under the Influence will be watching closely.
Yahoo Taps Bravo’s Biggest Party Animal For Weather Relaunch
Yahoo Weather has found an unexpected new face for its app relaunch in the form of ‘Bravolebrity’ Kyle Cooke.
The Summer House star joined the campaign as the app’s tongue-in-cheek “weather forecaster”, bringing his signature party persona to Yahoo’s otherwise practical pitch of smarter forecasts and radar upgrades.
“The only forecast that matters: to party or not to party. I’m forecasting party weather exclusively in the Yahoo Weather app. Yes, I’m literally in the new app,” Cooke said in an Instagram post.
Cooke has built a reputation on Bravo as the life of the party, and his personal life has played out in increasingly dramatic fashion across recent seasons of the show.
His marriage to Summer House co-star Amanda Batula has come under intense scrutiny, with Batula pointing to Cooke’s relentless partying as a major reason behind the deterioration of their relationship.
Things managed to get even messier when Batula became romantically entangled with fellow Summer House cast member West Wilson, the on-again-off-again ex of her best friend and co-star Ciara Miller.
Whether any of that drama makes it into the actual campaign remains to be seen, but tapping Cooke’s built-in audience, and his knack for turning chaos into content is a shrewd way for Yahoo to inject some personality into a category that is otherwise pretty boring.
Pairing a serious product overhaul with a reality star known for anything but seriousness is an unconventional move, but one that seems to cut through.
View this post on Instagram
Erling Haaland’s Silent TikTok Reign Has The Internet Spooked
Manchester City striker Erling Haaland has always been a menace on the pitch and now he’s one on TikTok, too.
The striker’s account exploded during the FIFA World Cup, racking up millions of new followers on content that some have described as random. His posts are less professional athlete brand strategy and more camera roll dumped straight onto the internet.
What’s made it even funnier is the format.
Haaland’s photo dumps run completely silent, which on a platform built around sound is borderline unheard of.
It’s such a departure from the norm that fans have started treating the silence itself as part of the bit, with some joking his page feels more like evidence in a case file than a football star’s social media.
It had one follower commenting: “Pls add music, I’m scared”.
The “nightmare fuel” label some TikTok users have slapped on his uploads fits neatly into the wider meme world that’s already grown around Haaland.
He’s long been cast online as a faintly terrifying figure on the pitch, the guy strikers joke about being scared of. Now fans jokingly claim they’d need therapy after facing his social media output.
He’s also fully aware of his own meme status. Haaland has leaned into the jokes, occasionally poking fun at his own reputation online instead of trying to course-correct it.
That self-awareness might be the real secret weapon. In an era where celebrities and influencers can appear stiff and inauthentic trying to manage their image, Haaland seems to be along for the ride.
His TikTok audience has ballooned to 18.5 million followers, with engagement numbers most brands would kill for, all seemingly achieved by posting like nobody’s watching.
