Jones Road x Roblox Marketing Map.
Concept
Generation It Girl
Introduces Jones Road to Gen Alpha through Roblox, with limited-edition in-game looks, merch, and codes to redeem a free Miracle Balm. Paired with TikTok GRWMs, the campaign positions Miracle Balm as the go-to product for the next generation of It Girls.
NewAwareness Phase
Build launch hype with sneak peeks and trendy Instagram/TikTok content
Drive engagement with limited-edition Roblox looks and a free mini Miracle Balm pop-up
Goal: +30% reach and impressions, +30K followers, 15% CTR
Loyalty Phase
Refer a friend to the Roblox pop-up and get 10% off
“Tag 3 friends” giveaways and “tag a friend who needs this” posts
Goal: +20% reach and engagement, +2K comments, +5K followers and site visits, 50% CTR
Conversion Phase
In-store pop-ups with free stickers, mini Miracle Balms, and prizes
TikTok GRWM giveaway and 10% off with email sign-up or Roblox code
Goal: +10K attendees, +20K followers, 15K site visits, 50% CTR
Consideration Phase
Roblox pop-up lets players try limited-edition looks, watch Miracle Balm tutorials, and unlock a free mini Miracle Balm code
Evelyn Unruh’s GRWM and user-generated posts spread the pop-up experience on social
Goal: +30% reach, +370% impressions, +30K followers, 25% CTR
Loyalty Phase
Instagram posts showcasing the gift with purchase (stickers and bag)
Limited-edition Generation It Girl hoodies at pop-ups, with a Roblox link and 10% off code
Goal: +25% reach, +30K followers, 25% CTR
The Objective
Through a Roblox partnership and trending TikTok presence, Jones Road will win over Gen Alpha, make Miracle Balm part of their everyday routine, and turn a new generation into lifelong, loyal brand ambassadors.