Jones Road Beauty Case Study
Growth Spotlight
From Social-First Advertising to a TV-Led Multi-Channel Strategy
How a Bold Leap Into TV Sparked New Momentum for Jones Road Beauty
Jones Road Beauty, the clean beauty brand founded by Bobbi Brown, built much of its early momentum on the strength of paid social. But by late 2023, the team began to feel the constraints of a digital-heavy strategy. Acquisition costs were rising, new audiences were harder to reach, and performance across Meta had flattened.
With growth slowing, CEO Cody Plofker recognized the need for a meaningful shift. Despite having a paid social background—and zero experience with TV—he saw unmistakable signs that their core audience was spending time there. So on Christmas Day 2023, Jones Road ran its very first TV ad.
The results were immediate. TV didn’t just perform well on its own, it lifted the entire ecosystem. Meta efficiency improved, site traffic rose, branded search increased, and the brand saw a wave of new visitors that had been previously unreachable through social alone.
What started as an experiment quickly became a foundational part of the media mix. Today, TV represents as much as 20–25% of Jones Road’s spend during peak periods, supporting everything from brand trust to Q4 demand generation.
Campaign Objectives
Break Past the Limits of Paid Social
Reach high-value audiences that Meta could no longer access efficiently and diversify beyond a single acquisition channel.
Rebuild Momentum Across the Funnel
Use TV to drive discovery, strengthen mid-funnel engagement, and create the demand needed for big retail moments like Q4 and BFCM.
Adopt a Measurable, Scalable TV Strategy
Launch TV with confidence by using transparent attribution, next-day reporting, and incrementality insights to validate performance.
Solutions
Jones Road partnered with Tatari to bring structure and confidence to their first foray into TV. The brand began on linear, where efficient CPMs and strong demographic alignment made it an ideal entry point, and later layered in streaming to reach incremental audiences once linear began to plateau. With next-day reporting, incrementality testing, and clear attribution windows, the team quickly understood what TV was driving and how it influenced the rest of their channels. Heading into Q4, Jones Road used TV to build demand early—flighting budgets to ensure new audiences were primed ahead of their biggest sales moments. On the creative side, they balanced high-production brand spots with nimble UGC-style recuts and AI-assisted edits, allowing them to refresh assets cost-effectively while maintaining authenticity.
“It made a huge difference overnight. In the first month, not only did TV perform well, but Meta looked better, visits were up—everything lifted.”
- CODY PLOFKER, CEO, JONES ROAD BEAUTY
Results
TV quickly became one of Jones Road’s most powerful levers for growth. After launching in late 2023, the brand saw immediate improvements across the entire funnel: increased traffic, stronger Meta performance, higher new-visitor volume, and a significant rise in branded search.
The halo effect extended beyond digital. In-store customers increasingly said they'd first discovered the brand on TV. Conversion rates improved as Meta received fresher signals from net-new audiences exposed to TV impressions. And during peak seasons like Q4, TV helped Jones Road build demand early, ensuring their biggest moments were supported by a fully primed funnel.
Today, TV is a strategic engine that accelerates performance across everything the brand does. With a balanced mix of linear and streaming, modern creative testing, and rigorous measurement, Jones Road has built a TV playbook that is both scalable and sustainable.
“We were great at doing one thing, but we didn’t diversify soon enough. TV helped us reach the audiences we were missing.”
- CODY PLOFKER, CEO, JONES ROAD BEAUTY
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