In this episode of GrowthFit, we sat down with Morgan Decker, Director of Marketing at Andie, a women-led D2C swimwear brand, to explore marketing in a category that blends high emotion with high intent.
Asked about an outsized campaign, Morgan pointed to Andie's Spring Two "Seashell Escape" launch. The moment it hit Meta and TikTok, performance spiked — but she credits the assets, not an algorithm. The campaign's emails were the most profitable of the year, beating discount promos.
Your campaigns are only as strong as the assets you have.
Swimwear doesn't follow a long discovery path — it's triggered by timing: a vacation, a season change. So Andie keeps targeting broad for new launches and lets the product lead, reserving filtered targeting for evergreen core collections.
The consideration cycle is short, so we keep targeting broad.
Collection pages are for exploration, but PDPs do the heavy lifting. Every Andie PDP educates without overwhelming.
It's not about saying a swimsuit is comfortable — it's about showing why.
For Andie, personalization respects the user's previous actions rather than faking familiarity. If someone already subscribed, don't ask again. Purchase behavior quietly informs the next recommendation.
If I've already subscribed, don't ask me to sign up again. That's not personalized — that's frustrating.
Morgan flags the disconnect between ad messaging and site experience. Andie tests PDPs that extend the ad's narrative — continuing UGC videos post-click, surfacing education on the page, and using subtle urgency.
It's not about one landing page for all. Diversity in page design — based on ad type and intent — drives better results.
Pairing UGC videos with ad-matched PDPs lifted conversion well above standard pages. Another surprise win: reusing old high-performing ad sets — even ones featuring out-of-stock products — and redirecting traffic to similar collections still converted.
Sometimes we're too close to the product. Users aren't scrutinizing like we are — they're looking for something that feels right.
Andie cut promotional frequency by 30% year over year to retrain customers away from waiting for discounts — keeping a 15% new-customer offer, free shipping over $175, and 14-day returns, but avoiding blanket discounting.
If you always run promotions, you train users to wait. That hurts long-term value.
Her advice to her younger self was immediate.
Move fast and break things. Don't wait for perfection. The market isn't waiting.
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