BYE META
It hurts to send money to a company that makes a living out of polarizing the world and making our kids addicted to their screens. A world where all power ends up in the hands of Big Tech — that’s just not okay.
When almost all ad money is sent their way, that’s exactly what happens. So now we’re saying fu%k it — we’re breaking up, and we hope it’s for good.
NEW FRIENDS WITHOUT INSTAGRAM AND FACEBOOK
The logic and strategy are simple: In with the newsletter, out with Meta. If we can pull that off, we can break up with Meta for good.
At the beginning of November, we sent out over 2,000 letters to our most loyal customers with one simple request: Recruit one friend to sign up for our newsletter.
Below, you can follow the stats and see if we reach our goal.
(Last updated November 18, 2025)
WHAT ARE WE SPENDING THE MONEY ON?
In 2024, we sent NOK 2.1 million to Meta (Facebook and Instagram) — almost our entire marketing budget — just to show up in your feed. That’s around NOK 150,000 every month.
Now we’ve turned it off. During the high season leading up to Christmas, we’ll save about NOK 350,000. Roughly half of that will this year be used to test new initiatives:
- Sending out 2,400 physical letters to our most devoted fans, asking them to recruit friends to sign up for our newsletter. Haven’t read the letter yet? [Read it here.] Cost: approx. NOK 50,000
- Paid ad placements on Norwegian podcasts. Cost: approx. NOK 100,000
- Launching a TikTok account for organic (unpaid) content. (We’d love to cut Big Tech completely, but that would be game over for sales rather quickly.) Cost: NOK 0
- Testing Hudd, a Norwegian social media platform, with ads. Cost: approx. NOK 25,000
- Testing micro-influencers we actually like. Cost: still unknown
- And finally: since we’re quitting Meta ads, we’re doing it with a bang. We’re writing a personal letter to Mark Zuckerberg, saying enough is enough. The letter will be sent at the end of November and can be [Read here.] Cost: postage to California.
SIGN UP FOR OUR NEWSLETTER
Do you want honest insights about sustainability, an unfiltered look behind the scenes, and practical tips on how to take care of your clothes — plus the occasional story about what we get right (and what we don’t)?
And most importantly: Do you want to support us in our fight to break free from Meta, and show that growth without Big Tech is actually possible?
