OBJECTIVE

UserTesting had a trust problem. The platform pays real people real money to take short, brand-commissioned surveys, which sounds great, until it sounds too good to be true. With a goal of breaking into the French and German markets, UserTesting were reaching audiences who were naturally sceptical of exactly that kind of proposition. Brand-led comms weren't going to win them over, and awareness without credibility was just wasted spend. UserTesting needed a campaign that could build genuine recognition in two high-value markets, and turn that recognition into platform sign-ups, without leaning on hype that would only make the trust gap worse. They came to Disrupt to find a smarter way in.

SOLUTION

We knew a trust problem needed a human solution. Leveraging our internal data capabilities, we built out three audience segments; side-hustle seekers, time-poor millennial professionals, and budget-conscious parents, and used those to guide creator selection across TikTok and Instagram. But the real strategic unlock came from an unexpected forum: UserTesting had a thriving Reddit community of existing users who genuinely loved the platform. That told us everything we needed to know about our creative direction. Creators weren't briefed to oversell or hype the brand, they were briefed to make it feel real, make it feel accessible, and let the product speak for itself. Paired with targeted paid amplification, it was a campaign built on credibility first and reach second.