Kulkea: Elevating Social Media & Content for a Legacy Ski Brand

For over 17 years, Kulkea thrived in retail, selling their innovative ski and snowboard bags to adventure enthusiasts. But in early 2024, they recognized the need to expand into online channels to stay competitive in a rapidly evolving market. Our mission: to transform Kulkea’s online presence and make them more relevant in the digital space, beginning with a consistent, engaging social media strategy.

Objectives
Our initial objective was to build Kulkea’s social relevance through consistent, high-quality content that resonates with outdoor enthusiasts, particularly skiers and snowboarders. We aimed to create a social presence that would educate, inspire, and ultimately drive online sales.

Target Audience
With a focus on ski and snowboard bags, Kulkea’s primary audience consists of outdoor adventure seekers and winter sports lovers. Our strategy is tailored to engage this community by celebrating their love for the outdoors and supporting their need for top-tier gear.

Strategy Highlights
Our approach began with a content audit, assessing Kulkea’s existing media and converting it into scheduled posts with relevant, adventure-driven captions. This created immediate consistency as we developed a longer-term content funnel. Our funnel includes a user-generated content (UGC) program and premium in-house content. Through the UGC program, we work with a team of creators who upload fresh content multiple times per month, while Angus, our Creative Director, leads the production of in-house content designed specifically to support profitable ad campaigns.

Content Creation
We focus on two main content types: product-centric posts and community-driven inspiration. Product content educates consumers on Kulkea’s variety and benefits, while community posts encourage a more adventurous lifestyle. Together, these approaches drive both engagement and conversions, reflecting Kulkea’s brand values.

Engagement & Community Building
To cultivate community connection, we implemented regular giveaways, ambassador collaborations, and direct follower engagement during key promotions. These methods not only increase interaction but also foster loyalty among Kulkea’s followers.

Results
Our strategy has achieved remarkable growth across all key metrics on Instagram:

Post/Story Impressions: +496% year-over-year
Unique Accounts Reached: +609% year-over-year
Profile Views: +272% year-over-year
Website Clicks: +360% year-over-year
Through an effective blend of strategic content and community engagement, we’ve positioned Kulkea as a vibrant, relevant player in the outdoor adventure market.