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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% ☕
There is a moment every account manager knows. Forty five days out from a renewal, you send the note asking to get time on the calendar, and the reply takes nine days and comes from someone you have never emailed before.
You already know. You just have to spend the next six weeks confirming it.
Between sixty and seventy percent of annual churn lands inside the sixty days before a renewal date. Read that carefully, because it is easy to misread. It does not mean customers decide in that window. It means that is when the decision becomes visible. The deciding happened months earlier, quietly, in a series of moments nobody logged.
💡 THE RENEWAL WAS DECIDED IN MONTH THREE
Median net revenue retention in B2B software sits near 106 percent. Enterprise accounts above 100K in annual value hold around 118. The elite clear 130. That spread is not explained by product quality, because the same product is inside all three groups.
It is explained by when the account team engages. A 97 percent retention motion is a renewal motion. A 130 percent motion is an adoption motion that happens to have a renewal date in it.
Here is the part that stings. The customer who leaves at renewal usually had a specific bad month sometime in the first two quarters. A champion changed roles. A rollout stalled at forty percent of licenses. Someone senior asked what they were paying for and got an answer that was mostly features. None of that shows up in a health score built on login counts, and none of it triggers an alert, because nothing broke. Usage just quietly stopped growing.
By the time you are forty five days out, you are not selling. You are asking someone to defend a decision they already made to themselves, in front of a procurement team that now has a comparison spreadsheet. You will lose that conversation more often than you win it, and the loss was booked in month three.
🔧 THE ELEVEN MONTH RENEWAL
Move the renewal conversation to where it can still be changed.
1. Set the real date: Take every renewal date in your book and subtract 300 days. That is when the renewal actually starts. Put it on the calendar as a real meeting, not a reminder.
2. Find the adoption cliff: For each account, find the month where license activation or usage growth flattened. That month is your incident. Ask the customer what was happening internally at that time, and listen for a name.
3. Track champion half-life: List your named champion per account and the date you last heard from them personally. Anything past six weeks is a vacancy you have not noticed yet. Champions leave roles far more often than they leave companies.
4. Force the value conversation early: Once a year, at a moment nowhere near the renewal, ask the economic buyer to tell you what they would say if their CFO asked why this line item exists. Whatever they say back is your renewal. Fix it while there is time.
🎯 THIS WEEK'S HOMEWORK
Take your three largest renewals for next year and find the month where usage growth flattened. Then get one conversation booked with the economic buyer that has nothing to do with the renewal date. You are not checking in. You are finding out whether the decision has already been made.
❓ QUESTION OF THE DAY
When did you last hear personally from your named champion in your biggest account?
Reply with the number of weeks. If it takes you more than ten seconds to work out, that is the finding.
See you tomorrow.
Edward
Founder, Morning Sales
P.S. The hardest part of an early renewal motion is walking into a value conversation eleven months out without sounding like you are worried. The 500 AI Sales Prompts manual has the account health, executive business review, and champion mapping prompts I use to run those, so the meeting lands as leadership instead of anxiety. 27 dollars: https://store.edwardgorbis.com