# Remmie by Riley Just Pulled Off the TikTok UGC Campaign of the Year
> Canonical: https://skedsocial.com/blog/remmie-by-riley-just-pulled-off-the-tiktok-ugc-campaign-of-the-year  
> Last updated: 2025-07-15  
> Author: Rachel Ramsay
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.

[tiktok post](https://www.tiktok.com/@madiyoungg/video/7495731303439011079)

[tiktok post](https://www.tiktok.com/@gracemilly_/video/7494886715438533906)

## 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

### **So, 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

[tiktok post](https://www.tiktok.com/@remmiebyriley/video/7498115517257927943)

[tiktok post](https://www.tiktok.com/@remmiebyriley/video/7497755853332811026)

## 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](https://www.milkkarten.net/), 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.