Peer-to-peer marketing case study
How Terrapinn generated 15,776 registrations across 14 Solar & Storage Live events
A single peer-to-peer framework, run by Snöball across four continents. Every registration started with a share from someone already signed up to the event.
Solar investment is growing fast
As investment and capacity grow across markets, solar and energy storage professionals need places to share knowledge, find partners, and do business. That is the role of the Solar & Storage Live portfolio.
Produced by Terrapinn, Solar & Storage Live is a global series of exhibitions and conferences covering the solar energy and energy storage sector. Events run across Europe, the Middle East, Africa, and Asia Pacific, each built around the priorities of its local energy market. In 2025, the portfolio included 14 events across four continents.
To drive registrations, deepen engagement, and expand reach across the full portfolio, Terrapinn partnered with Snöball to run peer-to-peer marketing campaigns for every event.
- Solar & Storage Live UK
- Solar & Storage Live London
- Solar & Storage Live Paris
- Solar & Storage Live Italia
- Solar & Storage Live Zurich
- Solar & Storage Live España
- Solar & Storage KSA
- Solar & Storage Live Dubai
- Solar & Storage Live Egypt
- Solar & Storage Live Africa
- Solar & Storage Live Philippines
- Solar & Storage Live Thailand
- Solar & Storage Live Indonesia
- Solar & Storage Live Queensland
Sources: IEA, World Energy Investment 2025 and Renewables 2025; IEA Global Energy Review 2026 via PV Magazine.
14 events. Four regions. One framework.
Every event sits where it ran. Click any point to open its results, or pick a region to zoom in. Close an event to return to the regional view.
Region
Every event serves a different market
The audience at Solar & Storage Live UK is different from the one at Solar & Storage KSA. Communication habits in South Africa differ from those in Thailand. The channels professionals use in Paris are not the ones used in Manila or Dubai.
Terrapinn needed an approach that could support 14 events across multiple regions, activate attendees, speakers, exhibitors, and partners as advocates, drive registrations through peer referrals, keep execution consistent across the portfolio, and still work with the communication preferences of each local market.
The task was to generate registrations across multiple continents while keeping each campaign relevant to its audience.
Peer-to-peer marketing, in four steps
Snöball activates an event's existing registrants as advocates who personally invite their professional networks. Each advocate gets a personalized landing page and sharing tools. Every referral is tracked, and every registration is attributed back to the advocate who generated it. The same process ran across all 14 events.
Data and setup
Terrapinn provided event details, audience lists, and branding. Snöball defined the segments to activate: attendees, speakers, and exhibitors.
Integration and build
The Snöball widget enrolled each new registrant as an advocate at sign-up. Personalized pages, share content, visual cards, and email sequences were built per segment.
Launch and optimize
Campaigns launched three weeks out, with touchpoints at two weeks, one week, and 48 hours before each event. Performance was monitored and tuned throughout.
Real-time reporting
Terrapinn tracked results in the Snöboard dashboard, including the Most Valuable Advocates who generated the most new sign-ups through their networks.
Channel preference shifts by market
Across 14 markets, channel preference shifted by region. Peer-to-peer marketing performs when advocates can share through the channels they already use, and these campaigns made those preferences visible and measurable.
Top channel in the UK, London, Zurich, España, and Paris. Second in KSA and Dubai.
Led in Egypt, Africa, KSA, Dubai, and Indonesia, reaching 53.6% of shares in Africa.
Jointly drove 61% of sharing in the Philippines.
Led sharing in Queensland and Thailand, and was a strong secondary channel across Europe.
Reached 21.7% in Thailand, where it needed dedicated campaign assets.
WeChat, Zalo, and Instagram appeared in the Indonesia sharing mix alongside the majors.
Three patterns across 14 events
Referrals drive registrations
147,383 advocates generated 575,151 landing page views and 15,776 registrations. Each outcome began with a share from an existing attendee, speaker, or exhibitor.
Channel behavior is local
No single global channel emerged. LinkedIn led Europe, WhatsApp led the Middle East and Africa, Facebook drove the Philippines, and email led Queensland.
Volume and efficiency both scaled
Africa ran a high-volume campaign at a 21.9% conversion rate. Queensland reached a 32.6% conversion rate from a smaller base. The framework worked at every event size.
One framework, measurable results across four continents
The same four-step process ran for every event, while audience behavior and channel preferences varied by market. The portfolio shows that peer referral can scale across very different regions when advocates share through the channels they already use.
All figures reflect Snöball campaign activity across the 14 Solar & Storage Live events in 2025, as tracked through the Snöboard real-time reporting dashboard. Registrations generated reflects conversions attributed to Snöball peer-to-peer campaigns and does not represent total event attendance or registration figures.
Peer-to-peer event marketing
