Results

FreshCut Paper

Ecommerce (DTC)
Retention & Data Infrastructure

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At A Glance:

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Executive Summary

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The Challenge:

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Strategic Insights (Q&A)

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Ready To
 Accelerate
Your Growth?

Book a free strategy call with one of our growth experts today. In just 30 minutes, you'll gain actionable insights tailored to your business challenges. No generic advice—just strategic direction from seasoned growth leaders.

Schedule your consultation now and unlock growth strategies you can implement immediately.
Let's Talk
Book a free strategy call with one of our growth experts today. In just 30 minutes, you'll gain actionable insights tailored to your business challenges. No generic advice—just strategic direction from seasoned growth leaders.

Schedule your consultation now and unlock growth strategies you can implement immediately.
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FreshCut Paper
:
The Sustainable Commerce Acceleration™

FreshCut Paper

The Sustainable Commerce Acceleration™
Ecommerce (DTC)
Retention & Data Infrastructure

47% Revenue from Retention & 400% Sales Growth

47%
Revenue from Email/SMS (Owned Channels)
3.7x
Blended ROAS
95%
Attribution Accuracy (Server-Side)
35%
Lower CAC via Retention Focus

Executive Summary

FreshCut Paper entered the market with a viral, sustainable product that instantly captured consumer attention. However, their growth was capped by a reliance on fragmented data and top-of-funnel acquisition. To unlock their next stage of evolution, FFG deployed the Sustainable Commerce Acceleration Method™. By replacing broken tracking infrastructure with server-side precision and shifting focus from renting audiences to owning them via retention, we transformed a one-time viral hit into a sustainable multi-channel powerhouse.

The Challenge

Despite early organic success on Amazon, FreshCut’s Direct-to-Consumer (DTC) channel was hitting a ceiling. The brand relied heavily on Meta ads to drive traffic, but the privacy changes of iOS14 had created a "data void," blinding their algorithms and driving up acquisition costs. Without a clear view of their data or a system to retain customers, they were pouring budget into a leaky bucket, effectively renting customers from social platforms rather than building a loyal community.

The Friction
Client-side pixels were losing 40% of data. Email was contributing nearly $0 to revenue.
The Stakes
Without a retention engine, they were effectively renting customers from Facebook rather than owning them.
The Opportunity
The Data
Heatmaps showed users missing key CTAs and struggling to navigate product specifications.

The FFG Approach Phase 1

Server-Side Infrastructure
We couldn't scale what we couldn't measure. Standard browser-based pixels were failing to capture nearly 40% of conversion data due to intelligent tracking prevention, leading to under-reported ROAS and misguided optimization. We moved the entire tracking infrastructure from the client-side browser to a secure server-side environment using Elevar, restoring a 1-to-1 source of truth for all revenue data across Shopify, GA4, and Meta.
The Tech
Implemented Elevar on a custom Google Cloud instance.
The Result
Achieved a 1-to-1 purchase match between Shopify and Facebook, restoring confidence in ad spend.

Phase 2

The Retention Ecosystem
Sustainable products require more than a transaction; they require education. We shifted the strategy from simple discounting to mission-driven storytelling. By building a robust ecosystem of automated touchpoints—from "Plant a Tree" pop-ups to educational welcome flows—we turned one-time buyers into eco-advocates, increasing Lifetime Value (LTV) and allowing us to generate nearly half of total revenue from owned channels.
Pop-Ups
A/B tested "Impact" messaging ("Plant a Tree") vs. Discounts, achieving an 18% conversion rate.
Flows
Launched high-touch Welcome, Browse Abandonment, and Post-Purchase sequences that educated users on the brand's carbon footprint.

Phase 3

Consolidated Paid Scale
With our data foundation repaired and our retention engine capturing value, we were finally ready to turn on the faucet. We moved away from fragmented, small-budget testing that kept campaigns stuck in the "learning phase". Instead, we consolidated the ad account into broad, high-liquidity campaigns powered by trusted data. This allowed Meta and Google’s algorithms to optimize freely, exiting the learning phase 3x faster and scaling spend profitably.

The Impact

In 90 days, we transformed the P&L.
Owned Revenue
Email went from $0 to generating 47% of total revenue.
Scale FreshCut
Blended ROAS hit 3.7x (beating industry average of 2.2x).
Loyalty
Acquired 18,400 new subscribers with high LTV potential.

Strategic Insights (Q&A)

Question
Why do sustainable brands need a different strategy?
Answer
Sustainable products have higher consideration periods. You can't just sell the product; you have to sell the mission. This requires a longer, multi-touch education sequence via email.
Question
Is Server-Side tracking worth the investment?
Answer
Absolutely. It recovered ~30% of "lost" attribution. Without it, you are likely underreporting ROAS and turning off winning ads.

Ready To
 Accelerate
Your Growth?

Book a free strategy call with one of our growth experts today. In just 30 minutes, you'll gain actionable insights tailored to your business challenges. No generic advice—just strategic direction from seasoned growth leaders.

Schedule your consultation now and unlock growth strategies you can implement immediately.
Let's Talk
Book a free strategy call with one of our growth experts today. In just 30 minutes, you'll gain actionable insights tailored to your business challenges. No generic advice—just strategic direction from seasoned growth leaders.

Schedule your consultation now and unlock growth strategies you can implement immediately.