META ADS · CREATIVE STRATEGY · CREATIVE PRODUCTION
The engine behind it: 250 brand-new ad ideas a month, so the account always had fresh winners and never had to lean on a few tired ones.
Clean-beauty brand · $100M+ · US · Meta creative strategy + production · results from month two
cost per new customer (down ~21%)
ad spend, with efficiency up
brand-new ad ideas a month
Most brands hit the same wall. A few ads end up carrying all the spend. You can't just pour more money into them, because the same people start seeing them over and over, and performance slips. And the day those few ads wear out, the whole account drops with them.
Jones Road's version of this was sharper. Almost every winning ad was a video of the founder, Bobbi Brown. That is a great problem to have, right up until you try to grow. One person can only film so much. So we set out to give the account a steady supply of fresh winners that did not depend on any single ad, or any single face.
Why this matters to any brand. Founder or no founder, the trap is the same: too few winning ads. The fix is the same too. A constant flow of new ideas, tested fast, with budget moved onto the few that work.
Three things were missing. Their strongest proof, a before-and-after on older skin, was barely running as a simple image ad, which is the cheapest kind to make and the easiest to scale. Nothing in the account showed why the product is different from regular makeup. And nothing taught what is actually in it.
We also looked at who actually buys, instead of guessing. That showed us the regions where customers were clustered, so we ran ads aimed straight at those pockets. They worked, and they gave the account a second way to grow beyond the founder.
These are a few of the standout concepts, pulled from the 250 new ideas we ship each month. We don't show all 250, just the ones worth showing. None of them lean on the founder, and each carries the brand's point of view in a different way.