# Cutting Edge Firewood

> Breathing new life into an eCommerce marketing strategy.

Case study by Marketwake: https://www.marketwake.com/work/cutting-edge-firewood/

- Services: Social, Performance
- Scope: Paid media; Social media; Email marketing
- Industry: eCommerce
- Year: 2026

Cutting Edge is a premium firewood company founded in the heart of Atlanta that has grown into a nationally loved brand.

For most people, however, buying firewood is about convenience. They often purchase wood from the store closest to them. In addition, their previous investments in physical signage and influencer campaigns had driven awareness, but the results were inconsistent and inefficient.

**The challenge:** Convince people to choose premium, kiln-dried firewood over their more convenient store alternatives. At the same time, they wanted to increase new customer acquisition (particularly in Atlanta), grow year-over-year revenue, and improve return on ad spend (ROAS).

## Fanning the paid media flame.

*paid media*

what we did: Remarketing, Campaigns, CTV, Awareness, Paid Social

The first challenge was keeping Cutting Edge’s target audience engaged. We helped them build a performance-first paid media foundation centered on remarketing and high-intent audiences. The focus was seasonal product alignment and smarter budget allocation tied directly to revenue outcomes, without relying on promotions.

- **76.24%** increase in paid search ROAS YoY
- **+60%** ROAS on paid social YoY
- **44.9%** increase in conversion rate

## Warming audiences through seasonal campaigns.

*content*

what we did: Creative strategy, Seasonal messaging, Product launches, Photography

Our second challenge was building strategy and creative around demand cycles. Because Cutting Edge operates in a highly seasonal category, our messaging and product focus evolved throughout the year. In colder months, we prioritized traditional firewood and in warmer months, we pushed cooking wood.

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.

- **33.3%** increase in Instagram followers YoY
- **100%** increase in content reactions compared since MW takeover
- **13.6%** increase in organic post impressions since MW takeover

## Fueling email’s impact.

*email*

what we did: Nurture emails, Reengagement, Activations, Co-branded giveaways

The third challenge was establishing an email marketing strategy to follow Cutting Edge's paid media acquisitions. To do so, we helped them optimize lifecycle flows to better nurture prospects, re-engage past customers, and drive repeat purchases. Plus, we produced event activations and co-branded giveaways to fuel list growth of high-intent customers.

- **19.7%** increase in open rate
- **221.05%** increase in click rate
- **85.3%** decrease in bounce rate
- **36.6%** increase in returning customer rate from email