How Wethenew increased its Google Ads ROAS by 30%

Wethenew, created in 2018, is today the European reference for sneakers, streetwear, and trendy accessories. More than a platform, Wethenew brings together Europe's most engaged community around sneakers and streetwear, gathering over 1.7 million subscribers on its social networks.

Wethenew's vision: to build an inclusive movement that democratizes access to fashion and (urban) culture, while creating a premium brand and experience around urban products.

A successful acquisition strategy

The limits of third-party Google Shopping apps on Shopify

Historically, before working with Lengow, Wethenew sent products directly via a third- party Shopify application (their e-commerce platform) to their Google Merchant Center (GMC), with Google accounting for the majority of shopping investments.

But there were several difficulties with this method. On the one hand, it imposed a lack of data freshness (as little synchronization was possible), and on the other, there was a lack of personalization, as all data was sent in raw form.

Wethenew also lacked compatibility with some major advertising platforms, such as photo and video sharing app Snapchat and affiliate platform Awin.

The 3 solutions provided by Lengow

The collaboration between Wethenew and Lengow began in 2019 and enabled 4 members of the Wethenew team to efficiently manage their 40,000 active product variants on the Lengow platform. With an e-commerce site on Shopify, Wethenew benefited from the easy link between Shopify and Lengow, facilitating rapid implementation.

• By leveraging diversified acquisition channels such as Awin, Meta, TikTok, Pinterest, Snapchat, and Google, Wethenew has managed to expand its geographic footprint in 4 different countries, including Germany, Italy, and Spain. Previous challenges with Google Merchant Center have been overcome, enabling more frequent updates of Google feeds, up to once every hour, particularly beneficial for feeds using Custom Labels which were previously updated only every 24 hours. These labels have boosted shopping segmentation within Performance Max campaigns by filtering feeds according to various criteria such as seasonality and promotions.
• The Wethenew team particularly appreciates certain features offered by Lengow, such as the search and replace option in the preview tab which, together with the ability to segment data from their source catalog, considerably simplifies the management of their product listings.
• The easy integration of additional data sources and personalized support, including a dedicated account manager and direct customer support line, add significant value to the collaboration between Wethenew and Lengow, continually responding to Wethenew's specific needs.

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