Last week, a small Aussie brand accidentally ran one of the most successful TikTok UGC campaigns of the year — simply by posting an ad for a content creator.
No expensive PR blitz, no glossy brand videos. And yet, they generated more than a million organic views across hundreds of different accounts.
So how did they do it? Let's dive in.
First, a bit of context
Remmie by Riley is a lifestyle label founded by influencer Riley Hemson. Known for inclusive sizing, effortless resort wear, and a cool-but-approachable vibe, the brand’s social presence, run by a tiny in-house team, is refreshingly relatable.
Their TikTok doesn’t follow the usual playbook of polished product shots or scripted influencer promotion. Instead, it’s full of pranks, behind-the-scenes conversations, and unfiltered team vlogs — making the brand feel more like a group chat you’re lucky to be part of, not a company trying to sell you something.
That authenticity has built serious audience loyalty.
When Remmie put out the call for a new content creator, it’s no surprise that hundreds of applicants wanted in on the fun.
Without being asked, hopefuls started sharing their applications publicly — everything from skits and styling videos to heartfelt pitches. Some racked up hundreds of thousands of views.
The result?
- Remmie content flooded Aussie and Kiwi feeds
- The brand earned over a million organic views (and counting)
- Their positioning as the “chronically online cool girl” label was only strengthened
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Get Started for FREESo, how did Remmie pull it off such an aspirational TikTok presence?
The brand generated the attention by engineering an Employee Generated Content play so magnetic, their audience couldn’t help but join in.
What is Employee Generated Content (EGC)?
EGC is authentic content created by employees — or prospective ones — that give an insider’s view of a brand. Often raw, relatable, and unpolished, EGC drives engagement, builds trust, and turns your team into brand storytellers.
Think:
- Behind-the-scenes TikToks
- “A day in the life” reels
- Unfiltered startup moments that feel too real to be PR
EGC works in 2025 because people are naturally interesting.
In a feed full of faceless graphics and AI-perfect content, real humans stop the scroll. Not because they’re polished — but because they’re not.It’s the messy desk. The awkward Zoom call. The chaotic team lunch. That’s the content people actually want to watch.
Other Brands Nailing EGC
Remmie isn’t alone. These brands are setting the bar for employee-powered content:
- SEMrush – Employees casually share workday struggles, funny office moments, and their employees' takes on trends.
- Anthropologie – Store staff post styling tips and try-ons, creating a direct line from shop floor to FYP.
- Fleet Feet – According to Link in Bio, in one year the brand increased store-generated content by 38% YoY, leading to a 192% boost in organic impressions and a 305% jump in engagements.
The secret? Their content isn’t about the brand. It’s about the people behind it.
Want to do EGC well? Start here:
✅ Create a safe culture first
EGC only works when people feel supported, not scrutinised. Build trust before you ask anyone to post.
🎯 Give a prompt, not a script
Guide your team — don’t ghostwrite for them. A loose idea will always feel more natural.
💸 Reward the effort
Recognition matters. Whether it’s a shoutout, free coffee, or a bonus, show appreciation for people showing up online.
🛡️ Protect boundaries
Not everyone wants to be a face of the brand — and that’s okay. Keep participation voluntary.
📣 Amplify their voice
When someone creates something great, boost it like you would your best campaign asset.
