PinPoint Media built a 3 month multi-channel launch campaign for Chaiiwala, the fast-growing chai and street food brand, designed to turn three new store openings in Nottingham into immediate footfall and brand awareness during the always-competitive Ramadan trading period. The activation spanned paid social, search and out-of-home, combining Meta creative such as map cards that guided people to their nearest store, TikTok video content, and a billboard-led out-of-home push. The campaign generated 10.17 million impressions and 175,000+ clicks across Meta, Google and TikTok, with Meta standing out for its efficiency on both cost and engagement. Return on investment reached 8.29x, and after isolating the uplift attributable to the campaign, incremental ROI landed at 2.57x with an incremental ROAS of 4.28x, within 0.5% of forecast.
Chaiiwala needed to build immediate brand awareness for three new store openings in Nottingham, and turn that visibility into footfall and sales during the always-competitive Ramadan trading period, when spend across the category spikes and share of voice is hard fought.
With a modest media budget and three specific stores to bring to life locally, Chaiiwala needed a 3 month plan that could work hard across paid social, search and out-of-home all at once, while proving that every pound spent had translated into real, incremental revenue rather than sales the brand would have made anyway.
We built a 3 month multi-channel launch burst spanning Meta, Google and TikTok, supported by out-of-home billboards and door-drop leafleting, all timed to land through the Ramadan trading period.
On Meta, a wide range of creative formats did the heavy lifting, including map cards that showed people their nearest Chaiiwala store and sent them straight to directions, turning a scroll into a visit. Google captured people already searching with intent, while TikTok extended reach with engaging video watched by more than 161,000 people.
Alongside the digital activity, we tested two forms of out-of-home: billboards carrying a QR code straight to a landing page, and door-drop leaflets offering an in-app reward.
Across Meta, Google and TikTok, the campaign delivered 10.17 million impressions and 175,565 clicks, with Meta standing out as the most efficient channel on both cost and engagement.
Looking at the full picture, the campaign delivered an ROI of 8.29. But rather than claim credit for every sale, we benchmarked performance against comparable Chaiiwala stores to isolate the uplift the campaign itself was responsible for: an incremental ROI of 2.57 and an incremental ROAS of 4.28, with total incremental revenue landing within 0.5% of our original forecast.
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