Jessica Granata is the VP of Growth at Andie Swim, a swimwear brand created to simplify swimsuit shopping with stylish and modern designs. Andie Swim launched in 2017, and in a short few years, is already earning more than $20M in annual revenue while growing 75 to 150% in topline year over year. We had the chance to sit down with Jessica and hear how Andie Swim manages its growth using Disco, covering:
- Leveraging the digitally-native growth playbook for early wins
- Expanding acquisition channels in the digital world and beyond
- Turning to Disco to facilitate acquisitions with partnering brands
“We grew incredibly quickly across digital channels right out of the gate. Over time, we’ve turned to compelling tools like Disco to augment that growth.”
Leveraging the DTC Growth Playbook
Over the past five years, Andie Swim leaned heavily on the digitally-native growth playbook, primarily by leveraging Facebook and Google paid ads to scale the core business.
Jessica’s team continues to focus on their DTC channel through their site while also looking into expanding their channels with strategic wholesale partnerships to boost sales and reach.
She suggested that there could be digital components to those deals as well. In diversifying their channels, the team saw value in broadening their paid acquisition channels as well.
1. Paid Acquisition Channels
Andie Swim primarily invests its resources into digitally-focused ads. Jessica shared three examples of how her team currently acts on that concentration:
- They persistently work to boost Andie Swim’s SEO rankings and presence on typical channels, such as Instagram, Facebook, and Tiktok.
- The team hired an affiliate agency to push out more paid publisher content with publishers that have overlapping audiences with Andie Swim.
- The marketing team made their biggest investment yet to bring brand awareness to televisions this Spring, ahead of the peak swim-suit season.
As of today, the brand is also testing out direct mail for acquisition (in addition to retention) and is continuing to rely on influencer marketing to raise awareness at the top of the funnel.
2. Focusing on Cohesive Branding
Andie Swim finds success in diversifying its spend across channels that tie back to the identity of the brand. At the same time, overextending their marketing too much has diminishing returns.
From Jessica’s perspective, it’s both unrealistic and unnecessary to exhaust all channels–it's more effective to maintain consistency across the channels they do use. Their messaging adapts to each given channel to avoid repeating copy but still telling a cohesive brand story.
The same applies to the brand’s visual identity, which can be challenging for seasonal brands.
3. Compelling Lifecycle Marketing
Brands typically need to regularly audit each channel to ensure cohesion throughout the year, but Jessica’s found an advantage in Andie Swim’s seasonality. Her team evaluates its growth channels on an annual basis and, outside of peak season, refines its lifecycle marketing.
With thoughtful touchpoints and collaborations, Andie Swim creates brand advocates and returning customers. The growth team references Disco to gather information about their customers' tastes and preferences, informing their merchandising and messaging approach throughout the year.
“When your brand grows as fast as Andie has, there are always growing pains. Disco helps us identify opportunities to facilitate seamless growth by leveraging a new data set.”