Confidential · Existing Account · August 2026
Frøya's next media move: earned reach, tested carefully.
Following our August 14 weekly sync, this outlines the additional media elements Tobias raised — one ready to move into execution now, one worth testing before committing further budget.
✓ Confirmed — CBS Deals / Good Morning America
◐ Pending decision — Local-market linear TV test
01 · Confirmed on the call
Earned-media commerce placement: CBS Deals → Good Morning America
Ready to execute
Tobias asked directly about Good Morning America access. We proposed starting with a fast-moving CBS Deals placement, then a GMA submission once that's live. Tobias called it "a total no brainer" and confirmed spokesperson Lena is available to travel to New York or wherever the segment requires.
"So that's a total no brainer. Like why wouldn't we do anyway do it." — Tobias, Aug 14 sync
"Yeah, let's try it. If you could help him. But that would be awesome. I'll for sure get Lena to go to New York or wherever she needs to go to do it." — Tobias, Aug 14 sync
What this covers
- Placement outreach and booking (CBS Deals first, GMA submission to follow)
- Offer and product preparation for the segment
- Spokesperson prep for Lena
- On-air messaging and creative strategy
- Repurposing the resulting segment footage into Meta ad creative
20–30% rev-share
Placement partner takes a percentage of resulting sales — no fixed fee. No media spend required to launch.
Timeline: CBS Deals can move fast — targeting launch within roughly one week of go-ahead, per the call.
02 · Under consideration
Local-market linear TV holdout test
Recommendation — pending your go-ahead
Tobias raised buying linear spots and asked what it would take. We recommend proving it in 1–2 small markets before any national commitment, rather than guessing at scale.
"For Frøya though, do you think that he could try it? Right, like, do I buy linear spots? ... how much would you invest on that?" — Tobias, Aug 14 sync
"So can you do that Fox?" — Tobias, Aug 14 sync
Proposed test methodology
1–2Markets (DMAs)
1–2 wksTest window
$20–25KTotal test budget
Fox/Bravo/E!Candidate networks
- Select 1–2 test DMAs with holdout/control markets for lift measurement
- Define measurement plan against existing blended CPA baseline
- Repurpose or produce broadcast-ready creative
- Scale-decision criteria set before launch: what result triggers national rollout
This is a recommendation, not a commitment. Tobias engaged with the idea but has not yet given a go-ahead — this section requires your confirmation before we move into planning.
03 · Operational context
What's already in motion
Pixel cleanup
New pixel is being installed with the old site pixel removed to eliminate double-counting in reporting.
Active promotion
Frøya is running a 60% off sale launched the day of the Aug 14 sync — worth factoring into any near-term media timing.
A broader growth conversation (Meta CTV-audience import, native guaranteed-CPA advertising, in-app targeting) remains ongoing from an earlier July call, but nothing in that thread was greenlit on Aug 14 — it is not included as scoped work here.