March 10-13, 2025
1,545
Social shares
5,432
Referral CTAs
196X ROI
Industry: AI
CASE STUDY
5,057 AI industry profs mobilized for the inaugural launch of HumanX, delivering 196X ROI
March 10-13, 2025
Event Overview
HumanX 2025, held from March 10–13 at the Fontainebleau Las Vegas, was the inaugural edition of a landmark event in the AI industry that attracted over 3,500 attendees and more than 300 speakers.
These included delegates from OpenAI, Anthropic, Hugging Face, and Databricks as well as influential figures such as former vice president Kamala Harris, venture capitalist Vinod Khosla and others.
Positioned as the world’s most important AI conference, HumanX aimed to deliver actionable insights and foster high-value networking to connect AI leaders, decision-makers, and innovators
Snöball peer-to-peer marketing solutions played a crucial role in amplifying the reach and visibility of the event to mobilize 5,057 advocates, helping HumanX generate a 196X return on their investment.
How we
did it
We launched a multi-phase peer-to-peer marketing campaign beginning Dec 16, 2024, activating speakers, attendees, and sponsors to become event advocates.
Campaign rollouts were timed around key program milestones, including early speaker announcements and promotional pushes in February to maximize visibility and sharing momentum.
A total of 25 reminders campaigns were sent with consistent call to actions.
Enabled speaker-level promo code tracking, facilitating deeper insight into which advocates drove actual registrations and allowing for cross-validation with internal CRM systems
Established comprehensive data tracking capabilities, enabling cross-referencing between campaign performance metrics and actual registrations.
Highlighted opportunity for future campaigns using post-event content, proposing campaigns that repurpose speaker session summaries to drive early interest and signups for 2026 using on-demand talk recaps and registration CTAs
Integrated seamlessly with existing systems, while opening discussion for future API integrations with HumanX’s internal database to centralize data sync across attendees, sponsors, and speakers.
Sharing tools were made available across 17 platforms, which were later optimized to the top 5 most effective channels based on engagement data.
Mobilizing Participants
4,044
attendees mobilized
Meet Em, Head of Product at an AI company!
She has just signed up to attend HumanX.
Em is immediately prompted to a sharing widget through which she can invite her peers and increase the event’s visibility.
Mobilizing
industry speakers
823
Speakers mobilized
Meet Birago, an industry speaker!
He is set to speak at HumanX. An email from Snöball provides him with an easy-to-share personalized toolkit to highlight his sessions and bring in more participants through his network.
Mobilizing
Partners
191
Partners mobilized
Meet Nicole, executive at an AI firm!
She and her team are partnering with HumanX.
Nicole gets a personalized promo kit from Snöball with trackable links, helping her invite more partners – such as Brooke – to HumanX.
Mobilizing
sponsors
159
Sponsors mobilized
Meet Sabrina, event executive!
She is supporting HumanX 2025. Sabrina receives an email from Snöball providing a branded toolkit that spotlights her company’s sponsorship role and helps her invite her network to the event.
Tech Stack
For registration, Snöball partnered with Swoogo to streamline attendee sign-ups and ensure data flowed seamlessly into the platform. This connection enabled the capture of registrant details and their direct linking into Snöball’s peer-to-peer sharing tools, amplifying the event’s visibility and reach.
Peer-to-peer
marketing campaign
performance
For the first edition of HumanX, Snöball’s peer-to-peer event marketing solutions powered strong engagement and outreach, connecting with a targeted AI and tech audience through advocate-driven campaigns.
67.1%
Social shares on LinkedIn
196
Return on Investment (ROI)
17,813
Landing page views
67.8%
Email open rate, 17.8% click rate
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