PinPoint Media has been shortlisted at The Drum Awards 2026 for its festive campaign with Knoops, a hot chocolate brand with physical locations and a direct-to-consumer ecommerce business. The entry is called "Turning Social Engagement into Seasonal Sales" and sits in the Social, Content & Creator Marketing: Paid Social category.

The shortlist is great news. The results behind it matter more. You can see the entry on The Drum Awards shortlist page.

TL;DR

• Award: shortlisted at The Drum Awards 2026, Social, Content & Creator Marketing: Paid Social category.

• Entry: "Turning Social Engagement into Seasonal Sales".

• Client: Knoops, a hot chocolate brand with physical locations and a direct-to-consumer ecommerce business. The at-home kit range was the focus.

• The challenge: PinPoint Media was briefed two weeks before launch, with no time or budget for photoshoots.

• The idea: AI turned a finite, partly discontinued content library into a near-limitless bank of seasonal creative, and UK temperature steered budget towards the coldest, highest-demand days.

• Six-month result (October to March): ecommerce revenue up 33.04% and ROAS up 20.40%.

• Peak result (November to January): revenue up 40.99% and ROAS up 35.8%.

PinPoint Media is shortlisted and recognised as a Drum Awards 2026 finalist in this category.

What did PinPoint Media do for Knoops?

Knoops is a hot chocolate brand with physical locations and a direct-to-consumer ecommerce business. It asked PinPoint Media to drive commercial growth across its at-home kit range through its most competitive trading season, with a dense run of Q4 and Q1 calendar moments.

The challenge was steep. PinPoint Media was briefed just two weeks before launch. There was no time or budget for photoshoots. The creative bank was partly discontinued and rarely season-appropriate for the moments ahead.

The response paired a smarter creative engine with a smarter media signal.

How did AI help the creative?

PinPoint Media used AI to generate seasonal environments, product-usage scenes and branded imagery. A finite, outdated content library became near-limitless. That meant relatable, in-stock product imagery could be matched to every seasonal moment, with no photoshoot.

AI wasn't the strategy. It was the enabler. The thinking about what customers wanted came first, and the tools made it possible to act on that thinking at scale.

How did UK temperature change the media buying?

The campaign was built on a core audience insight: purchase behaviour tracks weather and temperature.

PinPoint Media operationalised that by manually incorporating UK temperature into its optimisation across Meta, TikTok and Google. Visibility and budget were concentrated on the coldest, highest-demand days.

The concept was simple. Nobody craves a hot chocolate on a mild afternoon, but when it's freezing and dark by four, everyone does. So PinPoint Media concentrated spend on the coldest days and let the temperature steer the budget day by day, instead of guessing.

What were the results?

Across the six-month season, from October to March, the campaign delivered:

• ecommerce revenue up 33.04%

• ROAS up 20.40%

During the November to January peak, it delivered:

• revenue up 40.99%

• ROAS up 35.8%

ROAS rose alongside revenue, so the growth was driven by efficiency, not simply increased spend. The peak figures are the stronger ones, which is the point. The approach does most when demand is highest.

Why does this work for seasonal brands?

Seasonal demand is predictable in shape but not in timing. A cold snap pulls sales forward. A mild week pushes them back. Fixed schedules miss that.

Pairing fresh creative with a live weather signal lets a brand stay relevant and spend where it counts, even when the brief is tight and the creative library is limited. Creative, AI, data and performance marketing do their best work together, in one team.

Thank you

Thank you to the team at Knoops for the partnership and the trust. Good work needs a client who backs the plan.

Want results like this?

PinPoint Media's Knoops case study shows how the partnership has grown, and the wider case studies show the rest of the work. The campaign ran on Meta and TikTok, so see how PinPoint Media approaches paid social, and how it handles paid search on Google.

When you're ready, book a call. You'll speak to one of PinPoint Media's growth team. They'll look at your current set-up, talk through where the growth could come from, and tell you honestly whether PinPoint Media is the right fit.