Performance marketing case study · 2026
THE FROGTAROT
Advertising & Content Consultant
Turning emotional insight, audience research, and trust-driven content into qualified conversations, orders, and sustainable advertising performance.
01 · Project overview
Clarity over mysticism.
Qualified demand over empty volume.
The Frog Tarot is a startup tarot consulting business generating approximately THB 50,000–80,000 in monthly revenue. It positions tarot as psychological support—helping clients find clarity, emotional stability, and practical guidance—rather than relying only on mystical belief.
The audience universe
Twelve signals orbit
one source of truth.
Each platform, content angle, and audience hypothesis moves around the same center: understanding what people feel before asking them to buy.
Insight
Aries
Taurus
Gemini
Cancer
Leo
Virgo
Libra
Scorpio
Sagittarius
Capricorn
Aquarius
Pisces
02 · Challenge
High spend was attracting
the wrong conversations.
A lack of structured research meant the brand was paying for engagement without knowing which signals predicted purchase intent.
Low-quality advertising leads
Significant weekly spend generated many inquiries, but too few arrived with real purchase intent.
No customer research system
Audience, pain points, platform habits, and buying motivation were still based on assumptions.
Weak content strategy
Promotional content described services without addressing emotional needs or building educational trust.
Inefficient platform selection
Budget was distributed across channels before identifying where the highest-quality audience actually converted.
03 · Content & acquisition strategy
Build belief first.
Ask for action second.
Reach, recognizable situations, shareable emotion, and discovery.
Educational value, emotional relevance, proof, objection handling, and direct-response offers.
Research the emotion
Identify the questions, uncertainty, and relationship pressure behind each consultation.
Prioritize Instagram
Concentrate spend where the most receptive 16–34 audience consumes psychology, astrology, and self-growth content.
Design for trust
Replace mystical claims with guidance, clarity, educational framing, and honest expectations.
Optimize for quality
Judge creative and targeting by qualified conversations and orders—not inquiry volume alone.
04 · Primary audience
Emotionally curious. Digitally fluent.
Looking for clarity.
Students and young professionals in Vietnam’s major cities—single or in relationships—who actively consume lifestyle, psychology, astrology, and self-improvement content.
Core age
16–34
Instagram-first audience
05 · Campaign results
Performance aligned around
qualified demand.
Instagram generated more than 90% of qualified leads while ROAS stayed above 3× and new customers represented 84.8% of conversations.
06 · Campaign performance overview
The full performance
dashboard.
Interactive views prepared from Meta Business Suite, Facebook Ads Manager, and Sapo Analysis. Use the filters to compare periods and acquisition signals.
Media investment
Total budget
Advertising budget by platformLine graph
Market trend
Data source: Meta Business Suite and Sapo Analysis.
Horizontal bar
Top cities
Acquisition line
Traffic
Audience bar
Market segmentation
Female 72.1% · Male 27.9%
Doughnut chart
Traffic source
Customer mix
Customer demographics
07 · Channel & campaign data
From social signals
to campaign-level evidence.
Social media performance
KPI cards
Facebook Ads Manager · 1/6–21/7
Campaign table
| No. | Campaign | Distribution | Cost / outcome | Amount spent | Impressions | Reach | Total customers | New customers |
|---|
08 · Performance summary
Efficiency, scale, and conversion quality
in one view.
Campaign performance summary
| Revenue | $6,680 | Strong campaign revenue generated over the campaign period. |
| Ad spend | $2,000 | Advertising budget efficiently allocated across Meta campaigns. |
| Operating cost | $1,200 | Campaign execution and operational expenses. |
| ROAS | 3.34× | Every $1 spent on advertising generated approximately $3.34 in revenue. |
| ROI | 108.8% | The campaign generated $1.09 in net profit for every $1 invested. |
| CPM | $1.25 | Efficient media buying with a competitive cost per 1,000 impressions. |
| Cost per result | $1.50 | Competitive acquisition cost for customer conversations. |
| Cost per new customer | $1.77 | Efficient customer acquisition while maintaining lead quality. |
| Frequency | 3.53 | Average audience exposure of 3–4 times. |
| New customer rate | 84.8% | 1,130 of 1,332 conversations came from new customers. |
Campaign insights
Instagram generated over 90% of qualified leads.
New customers accounted for 84.8% of all conversations.
Audience aged 18–34 represented more than 90% of conversions.
ROAS remained above 3× throughout the campaign.
Average customer acquisition cost remained below $2.
Market performance metrics
| Total campaign revenue | $6,680 |
| Total ad spend | $2,000 |
| Total operating cost | $1,200 |
| Total impressions | 1,600,000 |
| Total reach | 453,000 |
| Total customer conversations | 1,332 |
| New customers | 1,130 |
| New customer rate | 84.8% |
| ROAS | 3.34× |
| ROI | 108.8% |
Campaign conversion funnel
Impressions1,600,000Campaign exposure
Reach453,00028.3% of impressions
Messages1,3320.29% of reach
Qualified leads1,14986.3% qualification
Orders90879.0% conversion
Revenue$6,680ROAS 3.23× · ROI 105%