Sep 15-19, 2025
1,581
Social shares
8,547
Referral CTAs
4,145
registrations added
Industry: Beverage
& Liquid Food
CASE STUDY
28,687 beverage and liquid food professionals mobilized through peer-to-peer marketing with a 48.50% click-to-sign-up rate
Sep 15-19, 2025
Event Overview
drinktec is the world’s leading trade fair for the beverage and liquid food industry, organized by YONTEX. The 2025 edition was held on September 15–19 at Trade Fair Center Messe München, drawing 58,281 visitors from 164 countries (with 70% from international markets) and 1,117 exhibitors.
To boost their organic reach and amplify pre-event engagement, YONTEX partnered with Snöball to activate attendees and speakers as peer advocates. The campaign mobilized 28,687 participants, driving 4,145 additional sign-ups to the event.
How we
did it
Snöball executed a multi-touchpoint peer-to-peer campaign starting September 10, 2025, running three reminder campaigns timed to key pre-event moments.
Attendees and speakers each received personalized share cards and referral links tailored to their role, keeping engagement consistent from campaign launch through event day.
Deployed 3 reminder campaigns: 8 weeks out, 4 weeks out, 2 weeks out, and 48 hours before the event.
Created personalized share cards and landing pages for attendees and speakers, each with unique messaging and referral links.
Enabled sharing across 17 social channels, with LinkedIn as the top platform.
Sent 48,620 emails achieving a 62.8% open rate and 37.1% click rate.
Ran post-event ‘Save the Date’ and on-demand campaigns to sustain engagement.
Tracked shares, referral traffic, and conversions in real time via Snöball’s dashboard.
Mobilizing Participants
28,601
attendees mobilized with a 4.53% share rate
Meet Rick a beverage & liquid food industry professional!
He just signed up to attend drinktec 2025.
Rick is instantly shown a personalized share page with 17+ social channels to invite peers and spread the word.
Mobilizing
industry speakers
86
Speakers mobilized with a 22.7% share rate
Meet Gustav Bien, an industry speaker!
He is set to speak at drinktec 2025. He gets a personalized toolkit from Snöball through which he can promote his session and invite his network to attend drinktec.
The Snöball effect
Peer-to-peer marketing campaign performance
LinkedIn led at 60.8% of all social shares, followed by WhatsApp (10%), Facebook (7.3%), Email (6.8%), and Instagram (5.2%) across 17 channels. Advocates generated 1,581 shares and 8,547 referral visits, driving 4,145 registrations to the event.
Email did remarkably well with 48,620 sends, hitting a 62.8% open rate and 37.1% click rate.
48.5%
Click-to-sign-up rate
60.8%
LinkedIn share rate
62.8%
Email open rate
37.1%
Click rate
CLIENTS LOVE US. WE LOVE THEM TOO
As the world-leading trade fair, creating connections before the event even begins adds real value for exhibitors, visitors and speakers alike. With Snöball, we were able to provide an easy-to-use, branded communication tool that enabled our community to create visibility around their participation and start conversations ahead of the show.
What stood out most was the strong level of organic amplification and interaction generated through personal posts. It clearly showed how powerfully the industry responds to authentic, community-driven communication — and how effectively this type of networking support can extend the impact of event marketing beyond traditional channels."
Sabrina KreuzerOnline Marketing Manager, Yontex
