Partner Performance Report · VINŌIR Wine Festival
The numbers behind a sold‑out evening.
A full cross‑platform and on‑ground performance breakdown for VINŌIR, prepared for The Sunday Soirée's sponsors and financial partners. Reach, engagement, website conversion, and verified attendance across the festival cycle.
01Executive Summary
One festival, six channels, one verified room.
Performance reconciled across Instagram, Facebook, TikTok, X, LinkedIn and the official website (GA4), measured against gate‑verified attendance.
4.26M
Cross‑platform views and impressions
Led by Instagram
20.7K+
Followers across platforms
Facebook +39.6%
1,854
Website active users
2:42 avg. engagement
874
Verified on‑ground attendance
Guests, vendors, crew
Reach by platform
Total views and impressions per channel across the campaign window.
02On‑Ground Attendance
Who was actually in the room.
Gate‑reconciled headcount across the full run, 1:30pm to 10pm. The figure partners weigh most when evaluating physical footfall.
874
Total verified attendance, inclusive of working staff, vendors, security and production crew alongside paying and invited guests.
Guests
750
Security
62
Vendors
31
Working Staff
31
03Platform Breakdown
Deep‑dive across every channel.
Six channels, one campaign. Each platform measured on its own terms, from top‑of‑funnel discovery to high‑intent conversion.
Primary reach engine, Stories‑led discovery
2.99M
Total views, 90 days
63.1K
Accounts reached
12,541
Followers
29.2K
Total interactions
Views by format
Interactions by format
Top performing content
| Post | Date | Views |
|---|---|---|
| VINŌIR Announcement | Apr 27 | 50,800 |
| Event clip | Jun 4 | 29,300 |
| Les Trois Brunch | Apr 6 | 27,200 |
Reels punch above their weight
Just 11.4% of views generate 41.5% of all interactions, the highest engagement density of any format.
The announcement led the period
The VINŌIR announcement drew 50.8K views on April 27, the single best performing post in the window.
Fastest‑growing platform in the portfolio
8,203
Followers
+39.6%
661K
Total views
513K+
Video views
+28.2%
42.3K
Page visits
+27.6%
Reels share of activity
Reels reach: follower vs non‑follower
Comment growth outpaces everything
Comments rose 62.5% versus the prior period, the strongest engagement signal on the platform.
Reels acquire new audience
82.9% of Reels views came from non‑followers, so Facebook is winning new reach, not just serving the existing community.
TikTok
Pure top‑of‑funnel discovery
513.7K+
Video views
21.5K+
Profile views
24.1K+
Likes
49,170
Peak day, Jun 13
Top 5 days by video views
Average daily views by phase
Pure new‑audience reach
Every view in the period reached a new person, making TikTok the most efficient acquisition channel in the mix.
Nine times baseline growth
Daily views jumped from a 3.6K baseline to over 33K during the first event spike at the end of May.
X / Twitter
Real‑time event conversation
80K+
Impressions
2.9K+
Engagements
50,736
Peak day, Jun 4
25+
New follows
Top posts by impressions
Top posts detail
| Post | Date | Impressions | Reposts |
|---|---|---|---|
| Blantyre event recap | Jun 4 | 50,736 | 120 |
| VINŌIR announcement | Apr 27 | 6,278 | 52 |
| Holiday greeting | May 31 | 6,056 | 15 |
| Blantyre teaser | Apr 26 | 3,813 | 32 |
One recap carried the platform
The June 4 Blantyre recap drove 50.7K of the 80K total impressions, so recap content is the strongest format here.
Completion is the ceiling
12.7K video views but roughly 7% average completion, so shorter cuts would lift retention on the next cycle.
Smallest audience, highest intent
6.9K+
Impressions
3.3K+
Clicks
150+
Reactions
60.5%
Top post eng. rate
Engagement rate by post
Post performance detail
| Post | Date | Impr. | Clicks | Eng. |
|---|---|---|---|---|
| Blantyre recap, video | Jun 9 | 403 | 218 | 60.5% |
| Phase 3 tickets | May 22 | 1,500 | 812 | 55.7% |
| Blantyre recap, video | Jun 4 | 2,839 | 981 | 36.3% |
| Flight package | May 23 | 357 | 41 | 14.0% |
Video wins decisively
Video posts average 1,005 impressions at a 29.0% engagement rate, more than double text and image posts.
A high‑intent audience
Click‑through as high as 55.7% signals a professional, sponsor‑adjacent audience worth cultivating.
Website (GA4)
Owned conversion surface
1,854
Active users
1,919
New users
14,410
Total events
2:42
Avg. engagement time
Top pages by views
Top traffic sources, active users
June 9 traffic spike
680 new users arrived in a single day, 37% of the period total, coinciding with the Vinōir Gallery launch.
Direct traffic leads
686 users arrived directly, ahead of Google Organic at 414 and Instagram referral at 397, a strong brand‑recall signal.
04Conversion Funnel
From impression to ticket‑holder.
How cross‑platform reach translated into website traffic and verified presence on the night.
Impressions
4.26M
100%
Profile / page visits
102K+
2.4%
Website visitors
1,854
0.04%
Verified attendance
874
0.02%
05Audience Geography
Rooted in Malawi, watched around the world.
Where the digital audience is physically located, per GA4 city‑level data.
Top cities by active users
Lilongwe, Malawi
909
Blantyre, Malawi
581
Singapore
73
Council Bluffs, USA
23
Los Angeles, USA
19
Dublin, Ireland
18
Johannesburg, S. Africa
12
Nairobi, Kenya
8
Over 80% of active users, 1,490 of 1,854, are based in Lilongwe or Blantyre, confirming a domestic, urban core. A meaningful international footprint across Singapore, the US, Ireland, South Africa and Kenya points to diaspora interest and early cross‑border awareness worth nurturing for future ticketing and sponsorship reach.
For Sponsors & Financial Partners
874 people in the room. 4.26 million pairs of eyes watching them get there.
This is the audience your brand stood beside at VINŌIR. Verified, rooted in Malawi, and growing across every channel that matters.
VINŌIR Wine Festival · The Sunday Soirée · Partner Performance Report