Babushka, a Dubai-based restaurant specializing in authentic Russian cuisine, became the city’s top destination for Maslenitsa – a traditional Slavic festival marking the end of winter and the arrival of spring. One of the holiday’s key traditions is "blini" – thin, golden pancakes served with various toppings like caviar, sour cream, and jam.
To turn this celebration into a major event, i’m brands developed and executed a strategic marketing campaign that brought thousands of guests to Babushka.
Campaign Results
• Over 7,000 blini served throughout the week.
• More than 3,000 guests visited Babushka to celebrate Maslenitsa.
• Over 3 kg of black caviar enjoyed by diners.
TOP 3 STEPS How We Made It Happen
• Instagram & Telegram marketing – engaging content on Channels, interactive stories, and targeted outreach built anticipation.
• Targeted advertising – precisely optimized campaigns helped the right audience discover Babushka’s Maslenitsa offerings.
• Loyalty program development – special incentives encouraged repeat visits and increased customer retention.
Babushka’s Maslenitsa campaign demonstrated how a well-executed marketing strategy can transform a seasonal event into a must-visit celebration.
To turn this celebration into a major event, i’m brands developed and executed a strategic marketing campaign that brought thousands of guests to Babushka.
Campaign Results
• Over 7,000 blini served throughout the week.
• More than 3,000 guests visited Babushka to celebrate Maslenitsa.
• Over 3 kg of black caviar enjoyed by diners.
TOP 3 STEPS How We Made It Happen
• Instagram & Telegram marketing – engaging content on Channels, interactive stories, and targeted outreach built anticipation.
• Targeted advertising – precisely optimized campaigns helped the right audience discover Babushka’s Maslenitsa offerings.
• Loyalty program development – special incentives encouraged repeat visits and increased customer retention.
Babushka’s Maslenitsa campaign demonstrated how a well-executed marketing strategy can transform a seasonal event into a must-visit celebration.
