From Breaking Even to Booked Out: How We Turned Wassweiler’s Igloos Into a Winter Revenue Engine
Case Study
Wassweiler + Edge Marketing: Making Igloos a True Winter Revenue Stream
Client
Wassweiler Dinner House & Mercantile, an American steakhouse & fine dining restaurant.
Industry
Restaurant & Food Service.
The Problem
Despite strong brand recognition, Wassweiler’s seasonal outdoor igloo dining experience was only breaking even during winter months. The setup and management were significant, and leadership started questioning whether the return justified the effort.
The Goal
Increase monthly igloo reservations by 25% and transform the experience into a meaningful winter revenue driver.
Baseline Before Edge (November 2024 – January 2025)
Reservation fees baseline
< $1,000 / month
Igloos were barely breaking even
Core challenge
Off-season drag
Needed demand, not just awareness
Decision pressure
“Worth it?”
Time + effort had to pay back
The igloos were a cool idea, but the numbers weren’t proving the case. The job was to turn a seasonal novelty into a predictable revenue driver.
Authority-First Paid Social Strategy + Organic Support
We launched a focused 3-month Meta campaign across Instagram and Facebook, backed by consistent organic posting to keep the igloos top-of-mind, build credibility, and convert interest into reservations.
Pillar 1: High-Impact Creatives
- Designed high-quality graphics and short-form Reels to test multiple variations
- Wrote keyword-rich ad copy with strong hooks
- Showcased exclusivity, seasonal ambiance, and the “experience” factor
- Mirrored key themes in organic posts to reinforce trust beyond ad placements
Pillar 2: Strategic Audience Targeting
- Expanded beyond just Helena-area restaurant lovers
- Tested surrounding communities and intent-aligned interests (date nights, winter activities, special occasions)
- Refined based on performance and doubled down on what converted
- Leveraged organic engagement signals to improve reach and efficiency
Pillar 3: Weekly Optimization
- Weekly performance reviews to identify what to scale
- Reallocated spend toward top-converting creatives and audiences
- Actively responded to comments and interactions (paid + organic) to boost momentum
The EDGE: Paid social is not “set it and forget it.” It’s testing, refinement, and compounding what works, while organic content builds familiarity and trust alongside paid visibility.
Quantifiable Success
Over the campaign, performance lifted across key metrics and, more importantly, reservations followed.
Reservation Revenue
Doubled
Total Clicks
20,502
Total Impressions
265,000
Engagement Rate Increase
2,619.5%
The igloo experience shifted from barely breaking even to becoming a strong seasonal revenue stream.
“We took the igloos from ‘are we even doing this next year?’ to a winter experience people planned ahead for. The difference was the combination of standout creative, smarter targeting, and weekly optimization, backed by organic content that kept the momentum going.”
Wassweiler Dinner House & Mercantile
The Edge Philosophy
Great campaigns don’t happen by accident. They take a data-informed approach, strong creative, thoughtful targeting, consistent optimization, and organic content that builds trust alongside paid visibility. When visibility and credibility grow together, revenue follows.
