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In today’s newsletter,
How Jennifer Aniston’s LolaVie used CTV ads to drive sales and growth
The easiest Women's Day campaign you can launch today
Turn customers into creators: the growth strategy behind a top 1% shopify brand
Stop leading with discounts. Build this instead.
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How Jennifer Anniston’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 Anniston’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.
Holiday Playbook
The easiest Women's Day campaign you can launch today
Most brands run the same 20% off sale. A free gift with purchase is a simple way to stand out without cutting your margins.
You don’t need a new product or a big campaign. Just offer a small free item when someone spends a certain amount. It takes less than an hour to set up and gives shoppers a reason to choose you.
How to set it up
Check your average order value (AOV).
Set the free gift threshold about 15–20% higher than that.
Example: if your average order is $65, offer the gift when customers spend $75–$80.Use something you already have.
The gift doesn’t need to be expensive or new. It could be:product samples
small accessories or pouches
branded items
a digital download
Tie it to an occasion.
Example: “Spend $80, get a free gift. Women’s Day only.”Set a clear end date.
End the offer on March 8. That deadline creates urgency without needing a countdown timer.
Action summary
Set a free gift threshold 15–20% above your average order value
Use existing samples or inventory as the gift
Launch today and end March 8 to capture the next few days of traffic.
Pssst…by upgrading to AI Launch Codes, you can unlock $195 worth of Magicals for free
Brands That Stick
Turn customers into creators: the growth strategy behind a top 1% shopify brand
Fresh Chile Company sells hatch green chilies from New Mexico online. A simple, regional product.
Yet they are in the top 1% of Shopify stores, growing 85% this year with nearly 5% conversion rates.
Their advantage is not the product. It is the community they built around it.
They started a private Facebook group, not a public fan page. Then they ran a weekly recipe contest. The best recipe each week wins.
After a while, they took the winning recipes and turned them into a cookbook.
That is the real strategy.
Customers are no longer just buyers. They become authors whose names appear in the cookbook. Something they can show friends and family.
Every time that cookbook appears at dinner, the customer is marketing the brand.
The founder describes it simply: make the customer the hero. The brand is not the story. The customer’s recipe is.
You do not need to sell food to apply this.
If your product helps customers create, build, cook, train, or design something, document it. Run a contest. Collect the best results. Turn them into something shareable.
Action summary
Start a private community around what your product enables
Run a weekly contest and highlight the winner publicly
Compile the winners into something tangible like a cookbook, lookbook, or guide with their names in it
Campaign command center
Stop leading with discounts. Build this instead.
If your current offer strategy is "run a sale," you're leaving margin on the table for no reason.
Discounting only makes sense when you're competing on price — when a buyer is comparing you directly to a cheaper alternative.
If your product is niche enough that they're not doing that, a discount doesn't add value. It just costs you money.
Build three tiers instead.
Entry: low price for first-time buyers
Core: your best seller, labelled "most popular."
Premium: highest value per unit, for the repeat buyer
The value increases as customers move up, so the discount is built into the structure without leading with price.
Most buyers naturally choose the middle tier because it feels like the safest option.
One DIY products brand swapped blanket discounts for this structure. Same ad spend. Return on ad spend (ROAS) doubled.
Action Summary:
If your offer is just a discount, rebuild it into 3 tiers
Position the middle tier as "most popular" — it will sell the most
Let the tier structure imply the value; don't lead with the discount
Source: Ben Heath
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