SCOPE
Paid Media, Social Media, Email Marketing
INDUSTRY
E-commerce
YEAR
2025-PRESENT
Driving E-commerce Growth Through Integrated Paid and Email Strategies
Life has many simple luxuries that can make any moment feel special. And for Cutting Edge, creating top-quality firewood that fuels your home and grill is one of them. Founded in the heart of Atlanta, Cutting Edge has grown into a nationally loved brand that’s featured across Netflix, Hulu, The New York Times, and more. While many firewood producers put out a seemingly normal bundle of firewood, Cutting Edge goes above and beyond. Their firewood is kiln-dried, sterilized, low-moisture, and traditionally seasoned, producing flames that burn longer, hotter, and cleaner than any other firewood on the market.
But for most people, buying firewood is about convenience; often, purchasing wood from the store closest to them. When Cutting Edge partnered with Marketwake, their goals were clear: increase new customer acquisition (particularly in Atlanta), grow year-over-year revenue, and improve return on ad spend (ROAS). Their previous investments in physical signage and influencer campaigns had driven awareness, but the results were inconsistent and inefficient.
But for most people, buying firewood is about convenience; often, purchasing wood from the store closest to them. When Cutting Edge partnered with Marketwake, their goals were clear: increase new customer acquisition (particularly in Atlanta), grow year-over-year revenue, and improve return on ad spend (ROAS). Their previous investments in physical signage and influencer campaigns had driven awareness, but the results were inconsistent and inefficient.
Paid media
Establishing a Unified Paid Media Strategy
From the beginning of our partnership, the goal of our paid media campaigns was to keep Cutting Edge’s target audience engaged. To drive efficient acquisition, we built a performance-first paid media foundation centered on remarketing and high-intent audiences. Rather than chasing broad awareness, we focused on high-intent remarketing, seasonal product alignment, and smarter budget allocation tied directly to revenue outcomes.
By structuring campaigns around buying behavior and demand shifts, we implemented a disciplined E-commerce ROAS strategy that maximized return without relying heavily on promotions.
By structuring campaigns around buying behavior and demand shifts, we implemented a disciplined E-commerce ROAS strategy that maximized return without relying heavily on promotions.
increase in paid search ROAS YoY
 increase in paid social ROAS YoY
increase in conversion rate
Email
Increasing Lifecycle Email Optimization
Email marketing became the foundation of our unified strategy. We optimized lifecycle flows to better nurture prospects, re-engage past customers, and drive repeat purchases based on where users were in their buying journey.
List growth was fueled through event activations and co-branded giveaways, creating a cost-efficient retention channel that reinforced paid media efforts and strengthened email marketing E-commerce results.
List growth was fueled through event activations and co-branded giveaways, creating a cost-efficient retention channel that reinforced paid media efforts and strengthened email marketing E-commerce results.
increase in open rate
increase in revenue 
attributed to paid media YoY
decrease in bounce rate
increase in returning customer rate from email
Content
Perfecting Seasonality-Driven Campaign Execution
Because Cutting Edge operates in a highly seasonal category, strategy and creative were built around demand cycles. Our messaging and product focus evolved throughout the year, prioritizing traditional firewood in colder months and cooking wood in warmer seasons.
We also supported new product launches and bundles with lifestyle photography designed to reinforce the brand’s premium positioning and resonate with its core demographic.This agile execution ensured the direct-to-consumer marketing strategy remained relevant, timely, and conversion-focused.
This agile execution ensured the direct-to-consumer marketing strategy remained relevant, timely, and conversion-focused.
We also supported new product launches and bundles with lifestyle photography designed to reinforce the brand’s premium positioning and resonate with its core demographic.This agile execution ensured the direct-to-consumer marketing strategy remained relevant, timely, and conversion-focused.
This agile execution ensured the direct-to-consumer marketing strategy remained relevant, timely, and conversion-focused.
increase in Instagram followers YoY
increase in content reactions
organic social impressions
Ongoing optimization
A Cohesive Full-Funnel Growth Approach
Our partnership with Cutting Edge continues to support one of our core beliefs that growth works best when everything is connected. Once paid media, social, and email stopped operating in silos and began working toward the same goal, performance ultimately soared.
Revenue increased, customer retention grew, and promotions became less necessary. Whether launching new campaigns, creative directing product shoots, or designing engaging emails, our strategy has driven ongoing success at every touch point.
Revenue increased, customer retention grew, and promotions became less necessary. Whether launching new campaigns, creative directing product shoots, or designing engaging emails, our strategy has driven ongoing success at every touch point.
Our Role
Creating work that converts.
STRATEGY
Ad Placement
Paid Media
Brand Strategy
Content Strategy
Email
CREATIVE
Copywriting
Design
Social Media
Creative Strategy