Jones Road launched its Just Enough campaign, using AI to analyze customer feedback and collect insights for its lightweight foundation product. The campaign features five personas created from real women who represent typical customer lifestyles, emphasizing practicality over complex product claims. Founder Bobbi Brown noted the campaign's alignment with daily life challenges faced by many women. As the company's largest multimedia initiative to date, it includes significant television and social media components, showcasing an emerging trend among beauty brands to leverage AI for consumer insights and reach broader audiences.
For its biggest campaign to date, Jones Road got a helping hand from AI.
Using AI tools like ChatGPT Deep Research and GigaBrain, the company "basically trawled the whole internet…the key lifestyle needs of its customers."
"I've always been someone that has tried to hack my life…this campaign made sense to me," said Bobbi Brown.
Just Enough is the brand's biggest multimedia campaign to date, including six television commercials and an 'eight figure' investment from the brand.
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