Leveraging TikTok Ads and AI Quiz for Customer Acquisition: A Case Study on Jones Road Beauty

Jones Road Beauty is a beauty brand founded by renowned makeup artist Bobbi Brown. The brand is built on the philosophy that the world doesn’t need more beauty products, but better ones. With clean, strategic, high-grade formulations, Jones Road Beauty aims to help women achieve a natural, no-makeup look without sacrificing their health. The brand follows stringent guidelines to eliminate over 2,700 potentially harmful ingredients from their formulas. Despite being a growing 8-figure brand, Jones Road Beauty is committed to innovation, not just in its product formulations, but also in its customer acquisition and retention strategies.

Jones Road Beauty, a brand founded by makeup artist Bobbi Brown, was facing a challenge in expanding its customer base. The brand was heavily reliant on Facebook for media buying, but with recent changes in data privacy, Facebook advertising became more expensive and less effective for most Direct-to-Consumer (DTC) brands, including Jones Road. The brand was looking for an alternative platform to diversify its media buying strategy. Despite initial skepticism about the compatibility of TikTok's user base with Jones Road Beauty’s target customers, the brand decided to give it a shot. The challenge was to crack the code on how to acquire new customers via TikTok.

Jones Road Beauty's Director of Ecommerce, Cody Plofker, devised a unique growth formula for customer acquisition and retention, which involved TikTok ads, Octane AI Quiz funnels, and Klaviyo personalized email flows. The brand started spending $8,000 on TikTok ads per day, directing all the traffic to their Octane AI quiz. Instead of directly converting users on a product page, Jones Road Beauty used an advertorial to educate users about the brand and then led them into a 'find my shade' quiz. This strategy increased their Average Order Value (AOV) from $60 to $90 and had a conversion rate of 16%. The quiz also served as a tool to collect email opt-ins and zero-party data about the users' skin and beauty pain points and preferences. The brand then used this data to send personalized product recommendations and email flows to customers.

• The implementation of the TikTok ads and Octane AI quiz strategy has led to significant operational results for Jones Road Beauty. The brand has successfully managed to diversify its media buying strategy, reducing its reliance on Facebook. The use of an advertorial to educate users about the brand before leading them into the quiz has proven effective in engaging users and increasing conversions. The quiz has not only served as a tool for customer acquisition but also for data collection, enabling the brand to build its own customer datasets. This has allowed Jones Road Beauty to send personalized email and SMS flows to customers, nurturing personalized relationships with each customer. The brand's winning growth and retention strategy has revolved around showing ads to a broad audience on TikTok, acquiring zero-party data and email opt-ins of quiz takers, recommending the best products after prospects take the quiz, and continuing to nurture them with personalized content, offers, and product recommendations.

• Collected 2,500,000 zero-party data points

• 82% of site visitors who started the quiz completed it

• 15% of quiz-takers made a purchase