Video ads, UGC / AI UGC videos are great...

...But don't sleep on STATIC ADS.

And if you're looking for some great ideas?

Look no further than rapidly scaling Women's DTC skincare brand Frøya Organics.

Frøya is one of the two "sister" DTC skincare companies responsible for going from zero to 500k+ customers in the past year.

(We covered the other company, Norse Organics, last week - see more on that below…)

And even though Frøya has some GREAT video ads?

The majority of their ads are STATIC ads.

(Most of which appear to be 100% AI generated - AI influencer + product shot - easily achievable at scale with current tools)

Here's a great example of the latest batch of creative test they launched - again 100% STATIC ads:

Want to see their approach to testing angles & offers using static ads?

We go in detail into the main categories of statics they're running inside the Funnel of the Week Members area breakdown...

(...Including the full funnel breakdown showing the entire post-purchase upsell funnel and more)

What’s great about Frøya is they’re not just testing new ADS…

…They’re constantly testing NEW OFFERS.

The "SKU Diversification" approach they are using to maximize their chances of finding NEW "flagship" front-end offers.

Here's the breakdown of ad volume across the SIX different front end offers they're currently testing:

Want to check it out?

Go here to see inside FOTW members area

Already a member? Here’s a direct link to the post.

Not yet a member? Go here to see how to join

See you inside!

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BTW - here’s more on Frøya’s “Sister” company, Norse Organics, from last week:

How do you scale a new DTC skincare brand from zero to 500k+ customers in 1 year?

In our latest Funnel of the Week Members Area Breakdown, we look into exactly how Norse Organics did it.

But first, maybe you’re thinking…

“500k customers? In one year?”

That’s a lot of customers. 

If we assume a $100 AOV?

That’s $50 million USD in revenue.

So of course maybe this sounds like a typical “throwaway” hype stat.

But according to this company’s job post for CFO (posted yesterday), 500k customers is exactly what’s going on:

Frøya Organics & Norse Organics are “sister” skincare companies launched together just over a year ago, and check out their trajectory on Google Trends:

We’ll get into Frøya’s approach in an upcoming Funnel of the Week breakdown…

But right now let’s look at 3 of the steps Norse Organics used to scale so fast, by “Engineering Trust.”

Norse Organics’ 3 Phase “Trust Engineering” Strategy

Having a great product, great ads & a great funnel isn’t always enough, especially in a crowded market like skincare. Here are 3 ways Norse Organics built the “Trust Infrastructure” to support such a rapid rise:

Trust Engineering Phase 1: TikTok “Pre-Seed” Organic Strategy

First let’s be clear: Norse Organics’ TikTok organic strategy is NOT about “going viral.”

In fact their biggest micro-influencer video has just over 200k views.

But it’s massively effective at doing something critical:

Building an ecosystem of “overwhelming proof” to amplify the effects of paid traffic.

Think of it like dominating your branded organic SEO search results on Google…

…But for Gen Z’s main search engine: TikTok.

So how did they do it?

We did a deep dive on Norse Organics’ organic TikTok strategy inside the full breakdown (including a full google sheet with all creatives, micro-influencers & branded accounts they’re using to promote the brand)

Trust Engineering Phase 2: PR Blitz

With this TikTok “evidence” in hand, Norse Organics added another layer to the Trust Engineering matrix:

Cost-effective PR “hacking” to get positive stories on the product into mainstream, widely-trusted publications like these:

First, if you’re like most Direct Response advertisers, maybe you’re asking…

“Why should I spend money on PR?”

Good question.

Here are just 4 big benefits the right type of PR placements gave Norse Organics:

1. Transformed TikTok "Evidence" Into Serious Media Validation PR turned their micro-influencer content into credible third-party endorsements from respected publications. This solved a HUGE problem in skincare - consumer skepticism about product claims. Even when placements were paid partnerships, they created that crucial impression of independent verification.

2. Created Powerful "Sell-Out" Stories That Generated FOMO Their press releases about selling out 11 times in 6 months weren't just updates... they were strategic FOMO generators. By framing production limitations as proof of overwhelming demand, they turned what could have been a weakness into a powerful trust signal.

3. Justified Their Premium Price Points PR placements didn't just build awareness - they supported premium positioning through:

   • Humanizing their science with founder backstory

   • Emphasizing Nordic heritage in every piece

   • Creating perceived exclusivity through media features

4. Dominated BOTH TikTok & Google Search Results While TikTok fueled initial growth, PR gave Norse Organics control of traditional search results - critical for reaching demographics beyond Gen Z. This ensured positive content appeared first for branded searches & protected against Reddit skepticism.

All this no doubt led to a serious increase in conversion rate & decrease CPA on the paid side.

Now what’s really interesting here is how Norse Organics did all this…

…Articles in major publications…

…For a fraction of what you might expect to pay normally.

Want to see how did they do it?

Check out the full breakdown inside the Funnel of the Week Members Area.

Phase 3: Scaling with the “Triple P” Advertorial Lander approach

Now when you have all this overwhelming proof & all these trust signals…

The best thing to do in a crowded market like skincare?

Hit your prospect over the head with all that proof from the first click onwards.

And that’s why their approach to advertorial landing pages is so interesting.

Now Norse Organics tests A LOT of landers (here’s the current split based on their currently live ads - see all of them inside the Members Area post)

And their best performers by volume follow a specific advertorial framework we labeled the “Triple P” Advertorial Lander Framework.

Want to see how they apply it?

(and how you can test this same approach for your landing pages?)

It’s all inside our Funnel of the Week Members Area inside one of this week’s breakdowns.

Check it out here.

Already a member? Here’s a direct link to the breakdown. (must be logged in)

Not yet a member? Go here to see how to join.

Have a great week!

The Funnel of the Week Team

PS - in case you’re wondering, what Funnel of the Week is all about…

More on What’s Inside Funnel of the Week Members Area

Funnel of the Week has been live just one month now, and if you haven’t logged in for a bit, here’s what you’ve been missing:

We continue to stack full funnel breakdowns each and every week inside the Members Area:

We’ve got: 

• ecomm funnels

• VSL funnels

• Info Products funnels

• (and more)

…And we add new funnel breakdowns & swipes each week.

So if you have a funnel you want us to break down?

(Including all the landing pages, order bumps, upsells, downsells, email/sms followup & more…)

Just let us know and we’ll add it to our Funnel of the Week “next up” list. 

We’ll go through the funnel, document all the funnel steps, email/sms followups, etc. as we become a real customer (we don’t ask for refunds), and document the whole process so you have it at your fingertips.

If you’re not yet inside the Members Area? Go here to learn more about Funnel of the Week & get access.

The big idea of Funnel of the Week is this:

We break down a new DTC funnel (including ads, front end offer, upsells, post-purchase emails/sms/etc.), each and every week.

Here’s a quick Google doc walking through what we at Funnel of the Week has got in store for you, each and every week:

Check it out. We’re doing a special “early bird” price for access for a limited time.

And if you want great funnel insights delivered to your email inbox, multiple times per week? Go here to sign up for our Funnel of the Week email newsletter (it’s free) funneloftheweek.com

That’s all for today.

Have a great week!

The Funnel of the Week Team

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