How Moana Bikini Turns Customer Love into Revenue—Driving a 33x ROI with Okendo

Moana Bikini has been a leader in the swimwear industry for over 14 years, known for its bold designs, strong community, and inclusive brand ethos. Founded by Karina Irby in 2011, the brand was born from a desire to create stylish, confidence-boosting swimwear inspired by Hawaiian cuts and prints.

Starting from a spare bedroom and growing into a global brand, Moana Bikini has built a fiercely loyal customer base through its social media-driven marketing and highly engaged private community groups.

With a focus on direct-to-consumer sales, Moana Bikini has expanded beyond swimwear into lifestyle apparel, activewear (through sister brand The Smile Club), and exclusive collections.

• Moana Bikini needed a more efficient way to manage reviews, loyalty, and referrals within a single platform to reduce operational friction.
• As a brand built on community engagement, incentivizing customer loyalty and referrals was a top priority to drive repeat purchases.
• The previous loyalty providers required excessive manual effort, making it difficult to scale and optimize customer retention strategies.
• Moana Bikini’s swimwear is a seasonal product, and expanding into year-round lifestyle and apparel required a better long-term retention strategy.
• The brand wanted to better leverage user-generated content (UGC) and customer reviews in marketing campaigns to build trust and engagement.

• To consolidate loyalty, reviews, and referrals, Moana Bikini migrated from multiple platforms to just Okendo, streamlining program management and reducing the time that the team was previously putting into managing multiple platforms.
• Moana Bikini created an exclusive top-tier loyalty experience with a tiered VIP system. The “Goddess” tier, a secret but coveted loyalty level, provides elite customers with surprise gifts, early access, and exclusive discounts, strengthening community engagement.
• Okendo’s intuitive review platform made it simple for customers to submit photo and video reviews, generating a steady stream of UGC that fuels marketing campaigns. Customers love seeing their photos featured in ads, email campaigns, and social media, driving higher engagement.
• With Okendo’s deep integration into Shopify and Klaviyo, Moana Bikini easily syncs reviews, customer insights, and loyalty data into marketing campaigns for better personalization.

• With Okendo’s loyalty program, enrolled members were 2.5x more likely to make a repeat purchase, reinforcing brand loyalty.
• Enrolled loyalty members had a 23% higher AOV, showing the impact of exclusive perks and rewards.
• Moana Bikini sees a 33x ROI from Okendo Loyalty.