In today’s hyper-competitive retail and digital landscape, launching a product or growing a brand requires more than just a presence in-store or a few paid ads online. The most successful campaigns are multi-channel by design, integrating paid social, paid search, OOH, retail media, and content into a cohesive growth engine.

Whether you're launching in a major retailer, building DTC momentum, or increasing brand recall in new markets, a well-executed multi-channel strategy ensures that your brand shows up where your customers are - on shelf and on screen.

The Power of Multi-Channel Marketing

Multi-channel marketing allows brands to:

• Reach audiences across multiple touch-points

• Drive traffic both online and in-store

• Reinforce awareness with consistent messaging

• Support tactical retail activations like product launches or seasonal campaigns

• Build long-term brand affinity, not just short-term conversions

Rather than relying on one platform or approach, multi-channel marketing creates multiple entry points into the customer journey. It acknowledges that someone may first discover your brand via Instagram, research it through Google, spot it on a billboard, and finally make a purchase during their weekly shop.

And when done right, it all feels seamless.

Key Benefits:

• Drive Footfall to Retailers: Targeted ads and hyper-local campaigns can boost in-store visits, especially when timed with retail launches or promotions.

• Support OOH Campaigns: Digital campaigns can amplify and extend the reach of OOH creative, driving follow-on engagement and awareness.

• Strengthen Brand Recall: Cross-channel repetition reinforces messaging and increases the likelihood of action.

• Accelerate DTC Growth: Paid social and search act as conversion drivers for e-commerce while building long-term customer data.

The Role of Paid Media in Supporting Retail Objectives

While retail placement remains crucial, it’s not enough on its own. Multi-channel marketing bridges the gap between awareness and action, helping retailers see faster sell-through rates while positioning brands for scalable success.

How it works in practice:

• Paid Social can drive awareness before a product hits shelves, using audience-specific messaging to create buzz.

• Paid Search captures high-intent traffic once interest is piqued, helping convert discovery into action.

• OOH Creative makes a memorable statement and builds credibility, while digital media extends that reach and drives interaction.

• Retail Media (like Citrus Ads) reinforces the message at the point of purchase, reminding shoppers why they were interested in the first place.

When all of these elements work together, the result is not just a product launch, it’s a brand moment.

Case Study: How Prime Time Beers Went From Shelf to Scroll

A great example of this strategy in action is Prime Time Beers, a challenger brand redefining what low-calorie beer can be. With 30% fewer calories than regular beers and a unique caffeine infusion, Prime Time wanted to make a splash as it launched into Waitrose—but also needed to establish a sustainable direct-to-consumer presence.

The Challenge:

Prime Time came to PinPoint Media with two goals:

1. Drive footfall and trial at flagship Waitrose locations

2. Build long-term growth through digital channels and brand discovery

This wasn’t just about selling more beer, it was about building a brand that could grow online and offline, with a distinctive identity and loyal audience.

Our Multi-Channel Approach:

We built a campaign strategy that aligned physical availability with digital presence, using:

• Full-Funnel Paid Social: Meta campaigns built for awareness, consideration, and conversion, tailored for Prime Time’s value-driven messaging.

• Paid Search: Targeted keywords such as “low-calorie beer” and “beer with caffeine” to capture active interest.

• Retail Media via Citrus Ads: Ensured that Prime Time stayed top-of-mind at the point of purchase in Waitrose’s digital store.

• OOH Creative Concepts: Amplified visibility across London with bold, brand-led outdoor placements.

• Influencer and Audience Targeting: Leveraged influencer engagement and high-intent audience segmentation to scale cost-effectively.

The Results:

• +39.59% increase in average order value

• 29.51% reduction in cost-per-click

• Significant boost in retail awareness and trial

• Sustained engagement through Meta and Google campaigns

By combining offline visibility with digital scale, Prime Time didn’t just show up in stores, it made a lasting impression across channels.

What This Means for Brands

Whether you're a DTC-first business expanding into retail, or a heritage brand looking to stay relevant in a digital-first world, a multi-channel marketing strategy is no longer optional, it’s essential.

You can’t rely on a single ad format or one-off campaign to drive the kind of growth modern brands need. Instead, success comes from:

• Consistency across platforms

• Creative that speaks to different stages of the funnel

• Real-time data to inform spend and scale

• A clear, strategic connection between brand and performance

Why Work With PinPoint Media?

We help brands turn launches into long-term success stories. Our integrated approach brings together performance strategy, channel expertise, and creative that resonates.

Here’s what we bring to the table:

• Paid Social – Meta, TikTok, Pinterest, full-funnel campaigns

• Paid Search – Google Ads, Shopping, branded/non-branded

• Content Production – UGC, native video, carousels, story formats

• Retail & OOH Integration – In-store media, footfall strategy, out-of-home creative

• Performance Strategy – Real-time optimisation, agile scaling, live dashboards

Ready to show up everywhere your customers are? Let’s build a strategy that connects the dots between physical and digital, product and brand, shelf and scroll.

Explore more of our FMCG work →