4FRNT is a North American based ski brand known for building high-quality skis that elevate the mountain experience. Centered around athlete-driven design, a standout product lineup and backed by a fiercely loyal community. The challenge wasn’t brand awareness – it was converting that passion into measurable, scalable digital revenue. BLKDG partnered with 4FRNT to build a paid media strategy built around clear performance goals, efficient spend and full-funnel audience accountability. [VISUAL]
Challenge
As a direct-to-consumer-only ski brand, 4FRNT competes against large manufacturers with national retail networks and outsized advertising budgets. With no physical shelf space to fall back on, every sale has to be earned online. Several factors raised the stakes including a narrow selling season, limited resources, and the full weight of revenue generation falling on paid media. Seasonal demand constraints: the ski season is inherently a short-window category, requiring agile campaigns to perform efficiently during a compressed selling season. Limited resources: reduced media budget, limited assets for marketing collateral, and internal bandwidth all required a lean, high-impact approach. Revenue pressure: overall purchase rates were down year-over-year, and digital advertising needed to carry more of the revenue load to drive sales. Audience acquisition: reaching net-new buyers beyond the existing brand community required a separate lead-generation strategy running alongside direct conversion campaigns. The Goal: Establish clear paid media KPIs for defining success. Align every dollar of paid spend to to align with benchmarks. Build a reporting framework that made performance visible and actionable in real time.
Strategy
The 2024/25 season delivered results that significantly exceeded every benchmark goal set at the start of the year. Ad revenue was 39% above the $576K goal and up 88% year-over-year. ROAS hit 1,225%, more than doubling the 789.5% seasonal target. Cost efficiency improved dramatically, with CPA dropping 50% to $49.80 against a $70.93 goal.
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Not sure where the gap is? That's exactly what the Digital Marketing Growth Audit is for.
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