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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.
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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.
DEEP DIVE
I worked at Bitpanda for a few years.
At the time, they had a YouTube channel. Actually - two YouTube channels running in parallel, which is its own special kind of chaos.
One was an academy series. Educational. Thorough. Explained how to use the product, how crypto works, what a wallet is. Very well produced. Very organized.
Nobody watched it.
The other was random. A mix of things. Corporate-ish. Hard to describe because it had no real identity which was exactly the problem.
Then something changed.
The team launched a series called There Are No Stupid Questions.
The concept was simple: take the questions that crypto beginners were too embarrassed to ask anywhere else and answer them — warmly, clearly, without condescension. The questions people typed into Google at midnight and deleted before hitting search. Is crypto a scam? Can I lose everything? Do I need to understand finance to invest?
The channel boomed.
Not because the production got better.
Not because they posted more.
Because for the first time, the content was built around a feeling the audience actually had - not around the product the team wanted to explain.
They also launched a weekly news recap series. Short, curated, well-presented. Financial news. Market movements. What's happening and why it matters.
That one did something different. It repositioned Bitpanda entirely.
Not as a crypto app. As a company that understood finance, took it seriously, and made it accessible. The shady-crypto association (which was genuinely a conversion problem at the time) started to erode. Not because of a PR campaign - because of a 7-minute weekly video.
Same platform. Different questions being answered.
One more.
A client of mine (a proptech founder in Vienna) had a product that used AI to identify building potential. Where new apartments could theoretically be built. Rooftops. Underused lots. That kind of thing.
He started making videos walking around the city.
Literally. Walking around Vienna, pointing at buildings, explaining what his app could see that nobody else could. This rooftop. That corner plot. Why this neighborhood is about to change. Why developers are missing it.
This is what 'format + distribution + discovery' looks like in practice. A building in Vienna. A rooftop. A question only his product could answer.
No studio. No script. No academy series.
It was genuinely compelling. Specific. Built around a perspective that only he had. The kind of content you forward to a colleague because it makes you think differently about something you thought you understood.
His distribution was LinkedIn. He pushed it there, it spread to the right people, the channel found its audience.
The format was his. The distribution was chosen deliberately. The discovery mechanism was LinkedIn, not YouTube's algorithm.
That's the full equation.
Format + distribution channel + discovery platform.
At Bitpanda, the discovery was Twitter. The format was answering embarrassing questions. The distribution was organic reach from people who finally felt seen by a crypto company.
At the Vienna proptech - LinkedIn, city walks, insider knowledge made visual.
You don't find this combination by planning a content calendar. You find it by asking: what does my buyer want to understand that nobody is showing them? And then - where are they when they want that?
Most SaaS companies with struggling YouTube channels aren't failing at video.
They're succeeding at creating content nobody asked for.
The fix isn't a better camera or a new editor or more consistent posting.
It's asking - genuinely asking - what question does my ideal buyer need answered so badly they'd search for it? What would make them feel, for the first time, like someone in this industry actually gets it?
Then making that.
Everything else is production.
If you're not sure what that question is for your product - that's usually the real gap. Not in your videos. In your positioning.
The Broken Foundation Audit is 5 questions that help you find it. It's free.
My favorites this week ✨
📈 Positioning — Why your product differentiation is invisible to the people who need to see it
The takeaway: Your messaging is positioned correctly. Your sales team is pitching something else entirely. That gap is the leak.
Why it matters: If you're at €5–15M ARR, you've probably been in a call where the deck looks sharp and the rep still defaults to feature-dumping. Dunford explains exactly why that happens — and it starts upstream, not in sales enablement.
Best for: Founders
▶️ Growth — How Ahrefs turned YouTube into their second-biggest acquisition channel (bootstrapped to $100M ARR)
The takeaway: "Creating videos about new features is boring." Ahrefs built 500k+ subscribers by answering what buyers were already searching for — not showcasing what the product team shipped.
Why it matters: The Ahrefs YouTube playbook isn't about budget or production value. It's about topic selection. If your channel exists to show your product, you've already lost the algorithm and the buyer.
Best for: Founders / Head of marketing
🎧 Revenue — The compounding channel most SaaS founders ignore until it's too late
The takeaway: Winning isn't about being better. It's about being different in a way that's immediately legible to the right buyer — and that has to be true on every channel, including video.
Why it matters: Dunford's 1hr 17min conversation with Shane Parrish covers what category leaders actually do differently. For a founder trying to figure out why their content doesn't convert, this reframes the whole question.
Best for: Founders
That’s a wrap✨
If you liked this one, let me know — I read every reply. 💌
If we're not connected on LinkedIn yet, let's fix that.
If you want me to take a quick look at what's actually broken in your messaging — here's how to book a 15-minute call.
P.S. If someone forwarded this to you — I'd genuinely love to know who.