PinPoint Media has been shortlisted for a PMW Award in the Strategy Integrated category. The work was PinPoint Media's campaign for Splendid Hospitality Group, supporting Chaiiwala's growth across three Nottingham locations.

PinPoint Media is proud of the work. Not because of the shortlist, but because of the numbers behind it.

TL;DR

• Award: shortlisted for a PMW Award, Strategy Integrated category.

• Client: Splendid Hospitality Group, for Chaiiwala. Three Nottingham locations: two new store openings and one refurbishment.

• Result: about £13.82 of revenue for every £1 of ad spend, and about 31% of that revenue was incremental.

• Precision: incremental revenue finished just above PinPoint Media's original forecast.

What did PinPoint Media do for Chaiiwala in Nottingham?

Chaiiwala is a growing brand. In Nottingham, not enough people knew it yet.

The goal was to make Chaiiwala a recognised name in the local market. The brief covered two new store openings and one refurbishment. PinPoint Media needed to build local awareness, get people through the door and drive extra revenue.

PinPoint Media did it with one joined-up plan. Localised strategy, creative and several marketing channels worked as one team. No handovers between agencies. No creative made without the media plan in mind.

What were the results?

For every £1 spent on advertising, the campaign generated about £13.82 in revenue.

About 31% of that revenue was incremental. Incremental revenue is the sales that wouldn't have happened without the campaign. It's the number that matters, because it strips out the people who were going to visit anyway. That works out at about £4.28 of extra revenue for every £1 spent.

The campaign also hit its forecast. Incremental revenue finished just above the figure PinPoint Media set at the start, at roughly 100.5% of target.

• Revenue per £1 of ad spend: about £13.82

• Share of revenue that was incremental: about 31%

• Incremental revenue per £1 of ad spend: about £4.28

• Incremental revenue vs forecast: roughly 100.5% of target

Why does an integrated approach work for a local launch?

A new store has one job: get local people to try it. A single channel rarely does that on its own.

When strategy, creative and media sit in one team, the message in the ad matches the place, the offer and the moment. PinPoint Media can see what's working and move budget fast. That's why strategy, creative and media aren't split between agencies. The same joined-up approach runs through PinPoint Media's paid social and paid search work.

It's also why PinPoint Media measures incrementality, not just revenue. A big revenue number is nice. A number you can trace back to the campaign is useful.

Thank you

Thank you to Splendid Hospitality Group and Chaiiwala. Good work needs a client who trusts the plan. PinPoint Media was lucky to have two.

Want results like this?

See how PinPoint Media combines strategy, creative and media to deliver measurable results. PinPoint Media's case studies show the work. When you're ready, book a call. PinPoint Media will talk through your goals and tell you honestly whether it's the right fit.