This Lab Mistake Made $100M (Here's the Meta Ad Strategy)

How do the top DTC brands actually work with creators?

What do their briefs look like? How are they scaling these partnerships on Meta Ads?

Welcome back to Ad Spend, the series where we go behind the scenes with the best brands in DTC.

In this episode, I sit down with Cody Plofker, CEO of ‪@jonesroadbeauty‬ talk all things creator partnerships, Meta Ads, and marketing measurement in 2025.

👇 Chapters:
00:00 Dissecting how Jones Road Beauty scaled in just 4 years
1:00 Meet the CEO: Bobbi Brown’s son on leading the brand
2:02 Their $100M hero product? It started as a lab mistake
2:42 Micro vs macro: JRB’s influencer strategy to reach new audiences
5:23 How to brief creators for high-performing partnership ads
8:15 The 3 core KPIs Jones Road tracks to measure marketing success
10:36 How JRB uses Meta for awareness—not just conversions
11:57 Measuring incrementality on Meta: What marketers need to know
12:59 The beauty of JRB: Why embracing uncertainty fuels growth
14:08 Cody’s must-hear advice for Meta advertisers

See Episode 1 of Ad Spend:    • How Seed Does Creative Testing on Meta Ads...  

#metapartner