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How Jennifer Aniston’s LolaVie brand grew sales 40% with CTV ads
For its first CTV campaign, Jennifer Aniston’s DTC haircare brand LolaVie had a few non-negotiables. The campaign had to be simple. It had to demonstrate measurable impact. And it had to be full-funnel.
LolaVie used Roku Ads Manager to test and optimize creatives — reaching millions of potential customers at all stages of their purchase journeys. Roku Ads Manager helped the brand convey LolaVie’s playful voice while helping drive omnichannel sales across both ecommerce and retail touchpoints.
The campaign included an Action Ad overlay that let viewers shop directly from their TVs by clicking OK on their Roku remote. This guided them to the website to buy LolaVie products.
Discover how Roku Ads Manager helped LolaVie drive big sales and customer growth with self-serve TV ads.
The DTC beauty category is crowded. To break through, Jennifer Aniston’s brand LolaVie, worked with Roku Ads Manager to easily set up, test, and optimize CTV ad creatives. The campaign helped drive a big lift in sales and customer growth, helping LolaVie break through in the crowded beauty category.
GM to the Top 1% ☕
It is Labor Day. Half the people reading this are at a grill pretending not to check email, and the other half already opened the forecast tab twice.
Here is what makes today different from every other holiday on the calendar. Fifty nine percent of sales leaders say pipeline is the metric they watch most closely. Not bookings. Not activity. Pipeline. And the pipeline picture your leadership carries into the fourth quarter gets frozen sometime in the next fourteen days.
I watched a VP do this three years running. She never asked what closed in August. She asked one question in the first week of September and then built her entire year-end story around the answer. The reps who had thought about it sounded like operators. The reps who had not sounded like they were guessing, because they were.
💡 SEPTEMBER IS THE FORECAST THAT COUNTS
Everyone treats the December number as the number. It is not. December is a result. September is the input, and it is the last month where you can still change what the result will be.
The reason is boring and structural. Your leadership is building next year's plan right now, and they are building it on what your pipeline looks like this month. Headcount, territory, quota, and the size of the number you personally carry in January all get decided from a snapshot taken while you are thinking about the grill.
Most reps show up to that snapshot with volume. Forty open opportunities, a big total value, a lot of green. And volume is exactly the thing an experienced leader discounts on sight, because they have watched a hundred pipelines that looked like that produce nothing.
What survives scrutiny is evidence. Not how many deals, but how many have a validated budget, a named executive who has said the word yes out loud, and a mutual plan with dates on it. Three deals like that outrank thirty of anything else. The rep who can name those three gets believed. The rep who leads with the total gets managed.
🔧 THE LEADING INDICATOR SWAP
Four numbers to replace the ones you are currently reporting. All of them findable in an afternoon.
1. Validated budget by stage two: Count the open deals where someone has told you the money exists and where it sits. Divide by total open deals. Under 40 percent means your pipeline is a wish list.
2. Customer-defined problems captured: Go into your notes and count the problems the buyer described in their own words, not the ones you diagnosed for them. Zero customer language in the notes is the single best predictor of a deal that quietly dies.
3. Multithread depth at proposal: Count named contacts per deal who have replied to you personally in the last thirty days. One is a single point of failure. Two is a single point of failure with a backup who does not know it.
4. Second meeting inside ten days: Of the first meetings you ran in August, count how many produced a second one booked within ten days. That ratio is your real conversion engine, and it is the number that predicts December.
🎯 THIS WEEK'S HOMEWORK
Pull those four numbers before Wednesday and put them in one message to your manager, unprompted, with your own read on what they mean. Do not wait to be asked in a pipeline review, because by then the snapshot has already been taken and someone else has written your story for you.
❓ QUESTION OF THE DAY
Of your open deals, what percentage have a validated budget you could describe out loud right now?
Reply with the percentage. If you had to guess at it, that is the answer.
☕ SHARE MORNING SALES AND EARN REWARDS
You are at {{rp_num_referrals}} referrals, just {{rp_num_referrals_until_next_milestone}} from the next reward. Send this to the rep on your team who is about to walk into September reporting a total pipeline value. Your link: {{rp_referral_hub_url}}
See you tomorrow.
Edward
Founder, Morning Sales
P.S. Pulling those four numbers is fast. Turning them into a message your VP forwards is the part that takes an hour you do not have today. The 500 AI Sales Prompts manual has the pipeline audit and executive update prompts I use for exactly this, so the analysis reads like a plan instead of a status report. 27 dollars: https://store.edwardgorbis.com