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.
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.
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.
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Get Started for FREEThe 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:
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.
Remmie isn’t alone. These brands are setting the bar for employee-powered content:
The secret? Their content isn’t about the brand. It’s about the people behind it.
EGC only works when people feel supported, not scrutinised. Build trust before you ask anyone to post.
Guide your team — don’t ghostwrite for them. A loose idea will always feel more natural.
Recognition matters. Whether it’s a shoutout, free coffee, or a bonus, show appreciation for people showing up online.
Not everyone wants to be a face of the brand — and that’s okay. Keep participation voluntary.
When someone creates something great, boost it like you would your best campaign asset.
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