May 26-28, 2026
3,758
Social shares
5,570
Referral CTAs
8,082
advocates
Industry: Wine & Spirits
CASE STUDY
711 registrations driven by trusted peer referrals at Vinexpo Asia 2026, with 1 in 8 referral CTA clicks resulting in a sign-up
May 26-28, 2026
Event Overview
Vinexpo Asia is a major trade event for the wine and spirits industry, organised by Comexposium’s Food & Beverage division through Vinexposium. The 2026 edition took place May 26–28 at the Hong Kong Convention and Exhibition Centre, bringing together the international wine and spirits community in a market undergoing significant change.
The 2026 edition welcomed 14,273 trade professionals from 76 markets and 38 producing countries, while 4,241 business meetings were scheduled across the event.
The Hong Kong edition also introduced Be Spirits and Be No, expanding the event’s scope across spirits and non-alcoholic beverages as consumption patterns continue to evolve across Asia.
To extend the event’s reach beyond its existing communications, Vinexposium partnered with Snöball to activate a total of 8,082 attendees, exhibitors and speakers as advocates, giving each audience the tools to promote Vinexpo Asia through their own networks
How we
did it
Snöball’s share widget went live on Vinexpo Asia’s registration sites in March 2026, followed by four email sends between May 1 and 25, timed to support the final registration push.
The campaign activated three audience segments – 6,737 attendees, 1,285 exhibitors and 60 speakers – with customisable, personalised promotional assets and sharing tools tailored to their role and audience.
The campaign launched three and a half weeks before the event, followed by three reminders sent two weeks out, during the final week, and the day before opening. Each reminder featured fresh copy and was also sent to newly registered attendees.
Used the new Snöflex share widget to serve four languages through a single widget, while emails ran as separate campaigns for each audience and language. Snöflex also turned the widget into a segmentation tool. Advocates selected their preferred language (English, Chinese, Japanese or Korean), and Snöball recorded that choice for future communications. Follow-up emails were then sent in each advocate’s selected language, enabling a level of personalisation that registration data alone could not provide.
Enabled advocates to share Vinexpo Asia across 17 social and messaging channels, with WeChat the most-used channel across the campaign.
Sent 19,547 campaign emails, generating a 46.3% open rate with 9,046 opens and a 10.5% click rate with 2,058 clicks.
Added the Snöflex widget to the registration page, enabling newly registered attendees to join the campaign immediately after signing up and begin sharing Vinexpo Asia. The widget drove 612 of the 711 registered referrals (86%) and 2,587 of the 3,758 social shares (69%).
Integrated with both registration platforms: TechEvent for international visitors and InfoSalon for China, where registration takes place within WeChat, connecting the peer-to-peer campaign with the event’s registration journey across both markets.
Connected to Vinexposium’s systems through the Snöball API, allowing the team to securely send exhibitor data and retrieve each exhibitor’s unique share link. These links were then made available within Vinexposium’s own interfaces, enabling exhibitors to share the event without leaving the existing environment.
Tracked 3,758 social shares, 17,666 landing page views, 5,570 referral CTAs, 711 registered referrals and more through Snöball's campaign dashboard.
Identified the campaign's most valuable advocates and top referrers, highlighting the attendees and exhibitors who drove the strongest referral activity.
Mobilising Participants
6,737
Attendees activated: More than 1 in 8 shared
Meet Jane, a wine & spirits professional!
She has just signed up to attend Vinexpo Asia 2026.
Jane is instantly shown a Snöflex share widget to invite peers in her preferred language and drive more registrations to the show.
Mobilising
industry speakers
60
Speakers activated: Over 1 in 10 shared
Meet Cynthia, an industry speaker!
She is set to speak at Vinexpo Asia 2026. Cynthia receives a custom landing page from Snöball that she can personalise and invite her network to attend her session.
Mobilising
Exhibitors
1,285
Exhibitors activated: Nearly 1 in 11 shared
Meet Christophe, a wine & spirits exhibitor!
He’s set to exhibit for the Primum Familiae Vini team at Vinexpo Asia 2026.
Christophe gets a custom promo kit from Snöball with trackable links, helping invite prospects and showcase his stand.
TECH STACK
Snöball integrated with both registration platforms: TechEvent for international visitors and InfoSalon for China, where registration takes place within WeChat, connecting registration activity with the peer-to-peer marketing campaign across both markets.
Snöflex enrolled new registrants as advocates as soon as they registered. Exhibitors and speakers also received personalized landing pages.
The Snöball API connected the campaign directly to Vinexposium’s systems, enabling seamless two-way data flow.
Social shares on LinkedIn
Peer-to-peer marketing campaign performance
Across the campaign, event advocates generated 3,758 social shares, drove 5,570 referral CTAs and generated 17,666 landing page views, resulting in 711 registered referrals at a 12.76% click-to-sign-up rate.
WeChat was the most-used sharing channel, accounting for 35.0% of shares, followed by WhatsApp at 18.4%, LinkedIn at 12.6%, Email at 11.2%, and Instagram at 10.5%.
That mix reflects a campaign built for a regional, multilingual audience: with Snöflex serving messaging in English, Chinese, Japanese and Korean, advocates shared on the channels their own networks already use.
The campaign also generated strong email engagement, with 19,547 emails sent, a 46.3% open rate and a 10.5% click rate, giving Vinexpo Asia another measurable channel for extending its reach through its professional community.
Vinexpo Asia already had a substantial international audience. The Snöball campaign added another layer to that reach by giving people already connected to the event a role in its promotion.
That was particularly relevant for an event built around relationships between producers, importers, distributors, retailers and other industry professionals.
The campaign extended that relationship-driven model into registration marketing, using the event community itself as a source of additional, measurable referrals. Snöflex let a single campaign speak to every role and language in that community, and the Snöball API kept advocate data connected to Vinexposium’s own systems.
12.76%
Click-to-sign-up rate
711
Registered referrals
17,666
Landing page views
19,547
Emails sent with a 46.3% open rate and 10.5% click rate
CLIENTS LOVE US. WE LOVE THEM TOO
NameTitle, Vinexposium
