The Magic Behind Tarot Con 2024 - A Case Study
Creating a blend of digital buzz and real-world connections that made it an unforgettable experience for all, Tarot Con 2024 brought together mysticism and strategy.
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Written By: Dara Clariza Evangelista
Every tarot card tells a story—a mix of mystery, advice, and intuition. And for those who attended Tarot Con 2024, the event itself felt like a perfectly drawn spread, where every detail—from vendors to speakers to social media buzz—aligned seamlessly.
Held on November 17, 2024, at SM Podium Hall, Tarot Con gathered 1,000 attendees, 45 vendors, and 14 international speakers to explore everything from divination to wellness. But behind the magic was a carefully crafted marketing plan that brought it all to life.
In the lead-up to the event, the team launched a powerful digital campaign across Meta, Google, and TikTok. The result? 778k Meta impressions, 96k Google impressions, and 53k TikTok views. Combining paid ads with organic content and influencer collaborations, the campaign didn’t just reach people—it engaged them.
TikTok, in particular, opened doors to younger audiences. Influencers like CYX Tarot and Macoy Dubs played a key role in building excitement and credibility, turning casual interest into ticket sales. Their content helped Tarot Con reach well beyond its core community, generating 100k podcast listeners, 11k article views, and consistent engagement across social platforms.
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These collaborations extended the event’s reach and sparked conversations that lasted long after the final workshop ended.
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Like any major event, Tarot Con faced challenges. But rather than setbacks, these became learning opportunities. For future events, the team plans to introduce flexible pricing and start volunteer onboarding earlier to improve the overall experience.
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While digital dominated, traditional advertising still had impact. The team rolled out six lamp post banners and two LED billboards in high-traffic locations like EDSA GA Tower and Shaw Boulevard. These real-world placements reinforced the online campaign, making the event visible to both commuters and casual passersby.
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Looking ahead, the focus is on deepening digital efforts. With proven results on platforms like Google and TikTok, future campaigns will continue investing in SEO, SEM, and content that builds community. Expanding reach while staying authentic is key.
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The team is also committed to enhancing attendee experiences. Future programming will offer more variety, inclusivity, and opportunities for learning and connection—ensuring the event stays relevant and engaging for all.
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Tarot Con 2024 was just the beginning. With a strong foundation in digital marketing, influencer partnerships, and strategic offline visibility, the event proved that mysticism and modern strategy can work hand-in-hand. The team at Maude Labs is already planning what’s next—bigger, better, and even more magical.
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From screen to street, Tarot Con 2024 showed just how far a clear vision and the right community can take you.
The future looks bright, and we can’t wait to see what’s next.