How does Jones Road Beauty marketing work?

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Jones Road Beauty marketing takes about 30% of revenue, with 25 points of that on paid media like digital, TV and direct mail. (Marketing Operators)

Partnership ads reached 35% of its Meta spend, while influencer stays under 1% of net revenue. (Marketing Operators)

Some of them are our TikTok Shop creators, we can go to them and offer a flat fee or a percentage. It's kind of cool, we can offer a percentage spend of all of their videos.

Marketing Operators

How does Jones Road Beauty work with influencers?

Pay for ad rights, and keep the creators you gift posting

• Gifting costs Jones Road Beauty basically nothing, but most of what comes back is not great paid social creative, slow or with no real hook.

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• Sending boxes alone does not keep creators posting. What fixed it: Jones Road follows up when someone posts, keeps sending product, and gives big creators a free in-store appointment. Almost everyone who gets one posts.

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• Jones Road underwrites influencer deals for paid usage and does not expect to break even on the influencer side.
• Creator-led organic social is where Jones Road is finding a lot of success, including the Emily DiDonato launch.

Write the ad rights into your next creator deal, and decide what those ads must earn back.

What channels does Jones Road Beauty advertise on?

Give each channel its own target and its own read

• Jones Road ran 6 to 8 look-alike cuts per idea in one ad set. Meta treats them as too similar and finds one winner at best. What fixed it: It cut to 3 or 4 cuts per idea, and puts the effort into more different ideas.
• TV took about 10 percent of budget with no way to read it, and media mix modelling now calls it the most efficient channel. (Conor McDonald, hexclad)
• Jones Road's TV ads had a high view rate but poor conversion, so they were cut down to be the hook on a UGC direct response mashup.
• YouTube got a target 40% below Meta's, and spend scaled to about $30,000 a day. (Marketing Operators)
• Podcast reads carry gift with purchase codes above an $85 threshold, and sat at 0.8 ROAS on Podscribe two weeks in. (Marketing Operators)

Pick your next channel, set its target before you spend, and name the tool that reads it.

How does Jones Road Beauty use TikTok Shop?

Spread sales across creators, then run their videos on Meta

• Jones Road did about $350,000 on TikTok Shop in two months, and its biggest affiliate brought in only $15,000. (Marketing Operators)
• It launched 70 TikTok Shop videos into Meta in one day, then heard Ridge had launched 1,200. (Marketing Operators)

Ask your best selling creators for ad rights, then test their videos as ads.

More on this:

• Influencer marketing strategy: how do you make influencer your main acquisition channel?
• How do health and wellness brands make influencer their main acquisition channel?

Who can run this creator program for my brand?

Each step here needs someone on it every week, and that work is what brands hire us to do.

Far more creator content to test as paid ads. Budget goes to the proven winners, and the rest are cut fast. Influencer grows into a channel big enough to sit next to Meta. A new audience almost right away, from the creator's handle. New-customer costs 20% to 30% lower when the creator gets a cut of the spend. Every creator deal can become an ad, because the rights are already signed.

If you have some of the steps in place, we audit what's missing in each and how to take it further.