Who is Frøya?
Frøya Organics was built on a single conviction: skincare should work with your body, not against it. Every formula is concentrated with potent Arctic botanicals and nothing else. No water, no fillers, no unnecessary ingredients. It is the kind of brand that earns deep loyalty quickly, because once customers feel the difference, the standard for everything else shifts. Frøya does not compete on marketing noise. It competes on results, and its products tend to speak for themselves.
Dormant, Not Gone
Frøya's most valuable customers are also its most considered ones. They research ingredients, they notice quality, and when they find something that works, they stick with it. But even committed customers lapse. Life intervenes, routines shift, and a segment of Frøya's multi-purchasers had quietly gone quiet across every channel. The brand knew the relationship was worth recovering. The question was how to reach them. Frøya identified a specific cohort: customers who had purchased more than once and then gone dark. These were not casual buyers who had moved on. They were proven believers who had simply drifted, and the data suggested they were worth investing in to bring back.
Precise by Design
Frøya launched a winback flow with Paper Run targeting a tightly defined segment: lapsed customers who had made multiple purchases before going quiet. Paper Run ran a holdout test, keeping a portion of the group back as a control so Frøya could measure true incremental impact rather than total revenue. With that in place, personalised postcards began printing and shipping daily to the test group, automatically and without manual input.
The segmentation was deliberate. Focusing on proven multi-purchasers rather than all lapsed customers meant the flow was built around people who had already demonstrated they loved the product. The only job was to remind them of that.
Data That Came Back Clean
10.4X
7.5%
The holdout test made the impact impossible to dispute. Customers who received the mailer were 66% more likely to place another order, converting at 7.5% and generating a 10.42x incremental ROAS.
The result came back with 100% win probability and full statistical significance. For a brand that applies the same rigour to its formulas as it does to its marketing, that level of clarity was exactly what the test was designed to produce. The flow continues to print and ship daily, recovering lapsed multi-purchasers automatically as the segment grows.
Co-Founder, DTC Vikings
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