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Jones Road Beauty is a DTC company founded by makeup artist Bobbi Brown that offers cool, clean makeup products.
In Q1, Jones Road Beauty collected 124k emails and increased their AOV (Average Order Value) from $60 to $90 while generating 7-figures in sales via TikTok ads.
Here’s an outline of their playbook:
- Target broad. Let TikTok collect and optimize based on data.
- Educate, inspire, and entertain. All in one ad. For Jones Road, this meant skincare routines, tips, and tutorials. Remember, TikTok users aren’t here to shop.
- Direct traffic to an advertorial. Instead of sending users to a product or landing page, continue to educate them by way of a listicle, for example.
- Move your audience from rented to owned. For instance, add a quiz based on your product (i.e. “Find My Shade”) to collect email addresses.
- Recommend products based on the quiz results. That’s first-party data that you can use right away.
- Continue to promote specific products via email and SMS. Bundle or upsell to increase AOV. Provide specific content and product recommendations based on quiz responses to increase Customer Lifetime Value (CLV).
Dig a little deeper at Marketing Examined.
