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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.
Most brands think scaling Meta ads means making more ads.
It doesn't. It means making the right ads — for the right person, at the right moment, in the right format.
Here's what most advertisers actually do
They find one or two creatives that work, run them into the ground, then wonder why performance drops. They tweak headlines, swap colors, and call it "testing."
Meta doesn't learn anything new from that. So it stops growing.
How to think about Meta Ads platform
Meta isn't a distribution channel anymore.
It's a recommendation engine. Its job is to match your ad creative to a user based on everything that person has ever done.
If you feed it narrow inputs, you get narrow results.
If you feed it structured, diverse signals — it scales.
That structure comes from four pillars.
The 4 Pillars Creative Strategy for Meta Ads
Pillar 1: Buyer Personas — not demographics
Age and gender aren't personas. Emotions and desired outcome are.
A burned-out freelancer and an overworked parent can be the same persona if their core problem is the same.
Build multiple buyer personas per product.
Each one teaches the algorithm something different about who actually buys.
If you don't do this, you may start burning money now.
Read more about buyer personas here: DAS #78 - AI-Powered Product Briefs & Buyer Personas for Better Meta Ads
Pillar 2: Angles — not features
Your product does things. That's not why people buy.
They buy for time, relief, control, confidence, identity.
Those are angles. Most brands use one or two.
Winning brands map every persona to multiple angles — because the same person might buy for completely different emotional reasons depending on the day.
More angles = more behavioral data = faster learning.
Pillar 3: Problem Awareness levels — not just "cold traffic"
The old 3-step funnel is dead.
Most brands talk to the 3% who are ready to buy.
Then wonder why scaling feels impossible.
Here's the reality of any audience:
Unaware (70%)
No idea they have a problem. You can't sell to them.
You can only educate. Think trends, insights, content that makes them go "huh, interesting."
Problem-aware (15%)
They feel the pain but haven't named it yet. Validate it.
Show them what ignoring it costs. No pitch, just empathy.
Solution-aware (10%)
They're researching. This is where you position your brand as a possible solution.
Build authority and trust first.
Product-aware (5%)
Now they're comparing. Features, benefits, why you over the other guy.
Make the case. Deepen trust by using your USPs.
Most aware (3%)
Ready to pull the trigger. Testimonials, offers, strong CTAs. Close them.
Source: Eugene Schwartz - Breakthrough Advertising (1966)
Most ad accounts spend 80% of their budget talking to the bottom 8% of their audience.
Build creative for all five levels and Meta can actually assemble a journey — instead of hammering the same conversion message at people who've never heard of you.
Pillar 4: Format — the delivery layer
The right message in the wrong format gets ignored.
A static image, a carousel, and a video aren't just different shapes — they create different signals in the system.
A testimonial video hits differently than a product carousel, even if the message is identical.
Format is how you reach the right persona, with the right angle, at the right awareness level.
Get the first three pillars right and format becomes your final amplifier.
Scaling Meta Ads is not about doing more
It's about doing less, better, until you've found the most efficient way to talk to each type of buyer.
Then you scale what works.
That's when spend distributes naturally, performance stops feeling random, and growth becomes something you can actually predict.
If you want to build this framework for your account, future DAS issues will break down each pillar in detail.
Close faster with confidence.
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