Watch: Why Jones Road Added TV to the Mix (and Never Looked Back)

Every marketer eventually hits a wall when their go-to performance channel begins to plateau. For Jones Road, the beauty brand founded by Bobbi Brown and built on social media, that moment was a wakeup call for them to try something different. 

So they looked somewhere new: TV.

“We had just gotten to the point where we were struggling to grow; struggling to reach new audiences on Meta,” said their CEO, Cody Plofker. “We were really good at doing one thing, but we didn’t diversify soon enough.”

It was a leap. Cody admitted he came from a paid social background and had no prior experience running TV campaigns. But after finding the right partner and realizing how much of their audience was on TV, Jones Road made the jump and saw results almost immediately.

“It made a huge difference overnight,” said Cody. “In the first month, not only did we see strong performance from TV, but all of our channels improved;  Meta looked better, visits were up.”

What started as an experiment quickly became a key part of their strategy and now makes up a good part of their media mix.

Speaking at GROW NY, Cody shared how they turned that early success into a scalable model for growth, and how the brand continues to evolve its channel mix with agility, trust, and focus.

Here are a few take-aways from the conversation at this year’s GROW NY event:

• Building a Brand People Actually Trust: For Jones Road, authenticity isn’t a campaign, it’s the business model. “We treat every channel as a storybook page,” explained Cody. “If a customer steps into one channel and sees a jarring message in another, we’ve lost trust.” Hear how that focus on consistency helps the brand stand out and shapes their TV campaigns.

• Letting the Customer Lead: Instead of chasing trends, Jones Road relies on data and behavioral insight to understand what customers actually want. “When your customer changes the way they shop in five years, you can’t pretend you didn’t see it coming.” Cody discusses how they make sure to stay in tune with customer behaviors and how that influences their overall marketing strategy.

• Choosing Channels with Purpose: Jones Road takes a disciplined approach to retail and digital distribution, assigning each channel a specific role. “Every channel has a different job; discovery happens one place, conversion another, retention somewhere else. But the story stays the same.” Cody talks about the need to not randomly show up everywhere but instead show up intentionally.

• Rethinking the Creator Relationship: Cody talks about how authenticity turns creators into true brand partners rather than temporary amplifiers. “For us, influencer isn’t a checkbox, it’s a strategic input into product, narrative, and community.”

Watch the full session from GROW NY to see how Jones Road turned a small TV test into a cornerstone of its marketing strategy.