Jones Road Beauty Case Study 2024

Jones Road Beauty is a beauty brand focused on high quality, clean formulations for every skin type and tone. Founded by makeup artist Bobbi Brown, the brand distills a lifetime of beauty expertise. Jones Road sells premium products through its DTC Shopify store, online marketplaces, and select retail locations.

Challenge: Quantifying Linear TV's true impact

Jones Road Beauty knew Linear TV was having an impact with likely room to scale—however, they couldn't quantify how much.

With Cody Plofker leading the marketing department, the team understands the value of measuring and scaling appropriate paid media at strategic moments—like new product launches or important retail periods such as Black Friday.

After proving success with Meta, influencer outreach, and CTV scaling, Jones Road Beauty sought to expand market reach through Linear TV. Initial tests showed results, prompting them to allocate 10% of their media mix to the channel. They observed overall revenue lift but couldn't determine how much came from the new channel versus existing campaigns.

Without trackable click measurement, the team maintained their media mix and positioned Linear TV purely as an upper funnel channel, monitoring platform ROAS.

Solution: Measuring revenue driven by Linear TV

Jones Road Beauty integrated all paid media platforms including Linear TV into Prescient and imported historical data, which was immediately modeled.

Prescient modeling revealed Linear TV ROAS was significantly higher than expected and correlated with observed revenue increases. The platform assigned discrete value to halo effect contributions that Linear TV placements created on direct and organic revenue, enhancing Linear TV campaign ROAS.

Prescient positioned Linear TV as one of their most efficient channels. This confidence enabled increased investment.

Results: Nearly doubled Linear TV spend with minimal ROAS loss

Within Prescient, Cody identified which specific Linear TV campaigns drove the most value and explored individual saturation points for scaling. Working with the Prescient customer success team, he nearly doubled Linear TV's contribution to the total media mix without reducing ROAS.

Since assigning full value to Linear TV and scaling confidently, Jones Road Beauty experienced minimal ROAS reduction for this market-expanding channel ahead of Black Friday while growing paid media revenue proportionally with investment. Scaling this upper funnel channel efficiently lifted total paid media ROAS by 7% despite Black Friday ramp-up.