Stop shouting about your discounts

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Hello, awesome marketers and founders.
This is Luv, and here’s your weekly Marketing Shot :)

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.

Learn more.

Recently, IKEA decided to step away from its usual focus on low prices to highlight the actual quality of its products. This move felt like a great campaign to share with you all.

In this OOH campaign, IKEA showed close-up shots of their hero products but deliberately hid the price.

Each execution featured a line like "If you saw the price, you wouldn't believe..." followed by a single product truth.

For example, they highlighted that a piece was solid wood or 100% wool.

The object was isolated against a bold backdrop with only the product name and a brief description.

Here are the key takeaways I found for us as marketers:

• Trust the product quality: IKEA is famous for being affordable, but that can sometimes lead people to think the quality is lower than it actually is. By removing the price, they forced the audience to look at the craftsmanship first. It was a clever way to reframe the brand.

• Create curiosity: By telling the viewer they wouldn't believe the price, IKEA created an "information gap." It made people want to find out more just to see if the claim was true.

• Confidence in minimalism: The ads were incredibly clean. There was no clutter or loud sales messaging. This showed a level of brand confidence that stands out in a crowded market.

I felt this was a brilliant example of how to sell a strength by actually staying silent about it for a moment.

What do you think about this approach? Would you ever consider hiding your best feature to make a point?

That's a wrap for today! Stay tuned for the next edition.

Thanks,
Luv