How Jennifer Aniston’s LolaVie brand grew sales 40% with CTV 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.

Learn more

What's inside?

1. 📦 Campaign at a Glance

2. 📈 The Ranking Results

3. 🔁 The Ranking Process - Use This Every Time

4. 📰 The News Capsule

Hello Amazon Rockstars, 👋

This week, no theory. No general tips. Just a real campaign, real data, and the full breakdown of what we did — and what it moved.

A hair fragrance brand came to us with a brand new listing. No reviews, no ranking history, no organic visibility. The kind of clean slate that's exciting and terrifying at the same time.

Over 30 days — with a mid-campaign pause included — we ran a ranking campaign across 4 keywords. Here's everything: the strategy, the numbers, and what the buyers themselves told us when we asked.

📦 Campaign at a Glance

🎯 The Keyword Strategy

We didn't pick 4 random keywords. We built a tiered stack — from high-intent narrow terms to a high-volume heavy hitter — and distributed units based on where the real ranking opportunity was.

💡 Why weight Keyword B so heavily? It had the best combination of manageable competition (>3,000 competing products vs. D's >3,000 but at 72K volume), a solid ABA conversion share of 4.3%, and a CPR we could hit in under 2 weeks. It was the most winnable fight with real commercial intent behind it.

⚠️ Keyword D ("hair mist perfume") at 72K monthly searches looks tempting — but its title density of 110 and ABA click share of 97.5% told us one player dominates that result. We tested it at low volume to gather data, not to win it outright.

📈 The Ranking Results

Here's what 315 orders across 30 days actually moved:

🗣️ What 315 Buyers Actually Said

This is the part most brands skip. We surveyed every buyer — the keyword they searched, what they liked about the listing, and what questions they still had. Here's what came back:

❤️ The top 3 things buyers loved:

• Alcohol-free / non-toxic formula — mentioned in 52+ responses, far and away #1

• Scent description (cherry, jasmine, vanilla, white moss) — emotionally compelling, drove trust

• Hydrating + hair-safe positioning — buyers came in skeptical; the listing addressed it directly

❓ The questions they kept asking:

• "Is the scent long-lasting?" — appears in nearly every date block. This is a conversion gap

• "Will it make my hair greasy?" — a real objection not fully handled in the listing

• "Is it safe for kids / sensitive skin?" — a gift-market signal worth acting on

• "Where is it made?" — trust question. If the answer is good, put it front and center

🔁 The Ranking Process - Use This Every Time

What we ran here isn't a one-off. It's a repeatable system. Here's the framework behind this campaign so you can apply it to any product:

1️⃣ Keyword Tiering

Pick 4 keywords: 1 high-intent narrow, 1 mid-volume main, 1 long-tail high-CVR, 1 high-volume probe. Don't pick 4 similar keywords.

2️⃣ Unit Allocation

Put 60–70% of units on your main keyword (best CPR + intent). Use remaining units to test or accelerate secondary terms.

3️⃣ Campaign Launch

Start orders daily. Track rank at Day 0, Day 7, Day 14, Day 21. Pause only if inventory or listing issues arise — don't panic.

4️⃣ Survey Every Buyer

Ask: keyword used, what they liked, what photo could be better, what they'd ask the seller. This is your free listing audit.

📰 The News Capsule

Amazon Is Taking Your Ad Spend Before You Even See It

Most sellers are talking about losing cashback and travel points. Fair — that stings.

But the bigger shift is this: Amazon now sits first in line for your cash. Before you see a payout. Before you decide how to allocate budget. They pull it automatically.

📊 What this actually means for you:

• Your ad budget is no longer a decision you make — it's a deduction that happens

• If your organic sales dip, your ad spend doesn't pause. It keeps pulling from an increasingly thin pool

• Sellers with tight cash flow who relied on the float between ad charges and card due dates lose that buffer entirely

Was this Ranking Pill recommended by a friend? Say Thank You for me.
Get your own … Subscribe HERE.

🐣 The Egg You Don't Want to Crack Open

It's Easter week. 🐣

And every year, sellers hide a very specific egg in their strategy — and forget to go find it.

Not the big obvious stuff. The egg that's been sitting in the grass since last spring, just waiting.

The keyword you ranked for briefly and let slide. The listing variation you launched and forgot to optimize. The campaign you paused in Q4 and never turned back on.

Consider this your reminder to go hunting. Not for chocolate. For the ranking opportunity that's been sitting right there, uncollected.

🌷 Happy Easter to everyone celebrating. Rest, reset, and come back ready.

That’s it for today…until next time, Keep Thriving!

Alina