Case / Siberia
From empty services to 107 guests in one weekend.
How an existing restaurant asset became a clear reason to visit, a measurable campaign and real dining-room traffic.
01 / Context
Siberia
Oberá, Misiones
Siberia is an approximately 75-seat restaurant specializing in Slavic and Eastern European cuisine. For much of the local audience, the product was relatively unfamiliar.
The commercial objective was concrete: fill the restaurant, increase guest traffic and generate revenue.
02 / The intervention
Strengthen what had already shown potential.
Fiesta de Vareniki was not invented from zero. The mechanic already existed and had shown potential. My work was to rebuild and strengthen it: improve the commercial proposition, framing, story and distribution.
Existing asset → stronger offer → reason to visit → Reels + Meta Ads → WhatsApp → restaurant
03 / Visual proof
The response was not only reach.
It was people in the restaurant.
04 / Observed result
*Approximate remembered commercial figure, not an audited financial statement. The mechanic was repeated approximately 3–4 times and continued producing meaningful commercial response.
05 / What it proves
Concept first.
Distribution second.
The case demonstrates the ability to identify an opportunity inside an existing restaurant, turn it into a stronger reason to visit and build organic and paid demand around it.
It does not prove guaranteed results or automatic scalability across brands or locations. That transferability must be validated through a bounded pilot.