Driving a 122% increase in lead qualification through data-led awareness
43% Increase in leads vs control region
122% Increase in lead qualification rate
18% Increase in starters
Travel Counsellors: Using data-led awareness to find future franchisees
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The Brief
Travel Counsellors wanted to keep growing their franchise network, but the challenge was reach. Many ideal prospects had the mindset and profile to become successful franchisees, but they were not actively searching. The brief was to build brand recognition higher up the funnel so that lead volume increased and, critically, lead quality improved.
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Our Approach
We treated this as a commercial growth problem, not a media delivery task. Using Acorn, we profiled existing franchisees to identify the lifestyle and life-stage patterns most strongly linked to successful recruits, then mapped where those prospects were most concentrated. To prove incrementality, we selected two near-identical regions with historically similar lead volume and quality, running a clear test-and-control design to isolate the impact of an upper-funnel strategy.
Instead of relying on lower-funnel performance channels alone, we built an omni-channel awareness plan in the test region that reached prospects earlier in their decision journey. Population and Acorn inputs were used to size the opportunity properly and set minimum frequency levels, ensuring the right people were exposed often enough to drive recall and consideration. The control region continued with business as usual activity, giving us a clean read on whether awareness investment was improving both lead quantity and downstream quality.
3
Campaign Delivery
We delivered a structured test-and-learn campaign that combined audience profiling, regional experimentation and frequency-led awareness activation. Video, digital audio and display were orchestrated to build repeated, relevant exposure among high-propensity profiles in the test region, with outcomes measured beyond leads into qualification and starter rate. The result was a measurable shift in both volume and quality, demonstrating that consistent, well-planned upper-funnel investment can materially improve conversion outcomes rather than simply generating more responses.
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