What results did My-O-My see from running multiple Splash campaigns with Upswell?

My-O-My ran the Splash playbook across multiple events. Over 400 guests came through the parties in total, and more than half of My-O-My's new regular customers came in through one of those events — a clear illustration of how repeated, well-captured campaigns compound.

Case studies

How My-O-My turned over 50% of party attendees into regulars across multiple Splash events

My-O-My ran the Splash playbook more than once. Across all the parties, 400+ guests came through. More than half of My-O-My's new regular customers trace back to one of those events — a clear illustration of what compounds when each campaign feeds the next.

My-O-My team and guests at one of the Upswell Splash parties

The thesis

Most restaurants treat influencer campaigns as one-time spikes. A campaign runs, a moment happens, and the next month resets to the baseline. The economics of marketing-as-spike don't scale — every cycle starts from zero.

The thesis behind running Splash more than once is the opposite: each campaign is captured into a customer list, and each customer list feeds the next campaign. Influencer parties don't replace your regulars program; they're how you populate it.

My-O-My is the demonstration case. The team understood the math and ran the playbook on a sustained cadence.

The playbook

What changes when Splash runs repeatedly versus once:

Each event captures every attendee. Names, contact info, what they ordered, which creator brought them. The CRM gets fuller every cycle.
The next event invites the last event's attendees. Repeat invitees are warmer, convert faster, and bring friends who haven't been yet — expanding the network at decreasing marginal cost.
Personalized follow-up. Captured attendees get personalized invitations back, not generic mass blasts. The CRM becomes the highest-ROI marketing channel My-O-My has.
Ambassador effects. Repeat attendees become ambassadors who recruit on the restaurant's behalf — the engine flips from outbound to organic.

The numbers

400+ guests across the full series of Splash events.
More than 50% of My-O-My's new regulars came in through one of those events.
Each subsequent party became materially cheaper to fill, because the previous attendees did part of the recruiting.

My-O-My during one of the Upswell Splash parties

Why repeated Splash > one big campaign

A single huge campaign produces a one-night line. Three or four mid-scale parties, well-captured and well-followed-up, produce a customer base that compounds. The first cohort funds the introduction; the second cohort funds the building; by the third or fourth, the restaurant has a self-reinforcing regulars program that doesn't depend on a new campaign each month to survive.

My-O-My's case is the proof of concept for what every restaurant could be doing — if they're willing to treat each Splash event as a customer-list-builder, not a marketing line item.

Build the compounding playbook for your restaurant

The Splash framework only compounds if each event is captured. Upswell runs the capture, the CRM, and the follow-up that turns party attendees into regulars who fill your next event.

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