Our social testing had two primary objectives: to prioritize the most desirable target audience and to identify the most compelling brand hook. We carefully selected platforms, campaign durations, and acquisition funnels for each target group, with Indeed serving as the control channel across all three audiences to ensure rigorous testing. TikTok was chosen for students, Facebook and Upwork for full-time gig workers, and Instagram Stories and Mumsnet for homemakers. We launched six social media campaigns, featuring 27 visual assets that were repurposed into short videos. Each campaign drove traffic to a Google Form lead generation page to track sign-up rates.

To refine our GTM messaging, we conducted A/B testing to assess the key messaging and creatives resonating with the audience to optimise the conversion rate when launching at full scale. Each variant emphasized a distinct benefit of the service—such as flexibility, earning incentives, or the community aspect—allowing us to fine-tune our approach based on audience response.

The smoke test generated 1,400 leads within a week, with over 620 sign-ups. Notably, the Sidetable proposition targeted at students yielded the best results, attracting a high proportion of skilled workers who met our HR requirements.