This article originally appeared on Corporate Event News

Merriam-Webster defines snowball effect as a situation in which one action or event causes many other similar actions or events. And that is exactly what event tech startup snöball (with a lowercase “s”) is designed to do for word-of-mouth, or influencer, marketing.

Snöball helps event organizers harness the power of influencer marketing and put it to use for their events. With snöball, planners can empower all their constituents, or micro-influencers, to raise awareness of an event in a personal — and therefore more meaningful — manner.

The brainchild of industry veteran Rachel Stephan, who also is the founder of agency Sensov Event Marketing, snöball has been taking the industry by storm, earning multiple accolades over the past couple of years. The company was a finalist in the 2017 IMEX Pitch and IBTM World 2017 Tech Watch Awards, won IBTM’s 2017 Best Use of PR award, and earlier this year was shortlisted for an Event Technology Award from Event Tech Live.