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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.
1️⃣ Threads now trackable via URL parameters
Meta added Threads to its dynamic URL parameter options for ads. When ads run on Threads, the “site_source_name” parameter returns 'th' and the placement value returns 'threads_stream'.
Advertisers can now track Threads-specific traffic in their analytics tools without manual UTM setup.
Source: Facebook
My take: It’s a great and logical tracking update. I always appreciate when Meta does something for the performance marketer 🙂
2️⃣ Live video ads available in Ads Manager
Advertisers can now create a live video ad directly from Meta Ads Manager. You need an active or upcoming live video on your Facebook Page first. The option appears at the ad level under manual campaign setup and works across any objective.
You can select a current live broadcast or a scheduled one.
Source: Meta
My take: Is this a panic move from Meta to counter Live TikTok shop selling? Meta introduced in-platform Stripe checkout and now this… Is Zucks panicking yet again over their rival?
3️⃣ New Whatsapp Metrics
Meta introduced two new metrics in Ads Manager: "WhatsApp Channel Follows" and "Cost per WhatsApp Channel Follow."
Both track users who started following your WhatsApp Channel as a direct result of seeing an ad. The metrics appear in reporting for campaigns with WhatsApp Channel objectives.
Source: Meta
My take: Another tracking update. Love it. I just hope it’s accurate.
4️⃣ Meta prompts auto-crop for Catalog Ads
When setting up catalog ads, Meta now prompts advertisers to use the "Image touch-ups" feature inside Advantage+ creative.
This automatically crops product images to 4:5 for Feed and 9:16 for Reels and Stories.
Manual image fit options remain available in the updated interface.
Source: Swipe Insight
My take: The Adv+ touch-up was a mess. It totally destroyed your ratios. I hope this fixes it.
5️⃣ Custom audiences may include shop audience data
Meta is supplementing Website Custom Audiences with Facebook and Instagram shop audience data. If you run a Facebook or Instagram shop, Meta may now combine on-platform shop behavior with pixel-based website events when building retargeting audiences. This can increase retargeting audience size.
Source: Meta
My take: Another performance driven update. I’m surprised how many updates came out lately that relates to performance and tracking. I hope these will help us, advertisers in decision making.
6️⃣ Meta Just Killed Server-Side Tracking SaaS
Meta announced two updates to its tracking infrastructure. The Pixel now uses AI to automatically pull in page and product data with tracked events, removing the need for manual technical updates.
Conversions API gets a one-click setup option requiring no developer, no ongoing maintenance. Meta says advertisers using CAPI see an average 17.8% lower cost per result.
Source: Meta
My take: This is the most exciting tracking update I've seen in a while. One-click CAPI setup means no developer, no SaaS tool, no monthly fee for a middleman.
The businesses charging money to install and maintain server-side tracking just lost their main use case.
If you've been putting off CAPI because it felt too technical, that excuse is gone now.
That's it for April.
See you in two weeks with the latest Meta news.
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