Hair-care brand Aura creates employee advocacy program for social UGC

Using employees as influencers is a strategy that remains alive and well.

Aura, a personalized hair-care and hair dye brand born out of eSalon in January, has relied on an employee advocacy program since its launch. Its purpose is to help pad out the brand’s Instagram and bring authenticity to the young company. It is an entirely voluntary company program and employees are not compensated. They do have the opportunity to be featured on Aura’s Instagram page (@AuraHairCare), where it has approximately 2,000 followers. About 20% of 136 people have participated since January, said Vera Koch, Aura vp of global marketing.

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