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Customer story
An agency had two weeks to launch Sweaty Betty across Europe, the UK, Australia and the US. By cloning base feeds and adding supplemental data via Google Sheets, Green Line Digital built 16 feeds in one week, went live in two, and fixed formatting on 50%+ of the catalog.
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16
product feeds built in one week
2 wks
to full multinational, multichannel launch
50%+
of the catalog's formatting issues corrected
Company overview
Green Line Digital is a tech-enabled digital media agency handling paid search, display, video, social, analytics and ecommerce feed management. Its client Sweaty Betty is a UK-based women's activewear brand launching across four global regions at once.
Story snapshot
An agency had two weeks to launch Sweaty Betty across Europe, the UK, Australia and the US. By cloning base feeds and adding supplemental data via Google Sheets, Green Line Digital built 16 feeds in one week, went live in two, and fixed formatting on 50%+ of the catalog.
The problem
Sweaty Betty's campaign spanned Europe, the UK, Australia and the US — four distinct product feeds, each carrying region-specific product data. Sixteen total feeds across thousands of attributes and four regions is a heavy build under any timeline.
We wanted a tool we could fully use ourselves without having to go through a representative to make changes.
Landon Perry, Paid Search Director
Green Line Digital
The timeline made it harder: Green Line Digital had two weeks to turn the feeds around in time for launch, and the retailer's previous feed partner had capped what the agency could change without going through a representative.
The solution
Green Line Digital centralized Sweaty Betty's catalog into GoDataFeed via FTP and created a store for each target region. Supplemental data that wasn't in the retailer's database was added through Google Sheets — a single source of truth for the campaign.
Four base feeds, cloned and customized across four regions from one centralized catalog.
Using filters and rules to enforce formatting, the agency built four base feeds, then cloned, adjusted and customized them for each region. Bulk customization and feed cloning did the work that would otherwise have meant rebuilding each feed by hand.
The simplicity of the Google Sheet supplemental feed integration was AMAZING.
Landon Perry, Paid Search Director
Green Line Digital
The impact
Green Line Digital built 16 product feeds in one week and went live across a two-week period — roughly a quarter of the time comparable multinational launches usually take. The new feeds also corrected formatting issues that had affected more than 50% of the catalog.
16
product feeds built in one week, live over two
The agency ran the whole build itself, making performance-based edits directly instead of routing changes through an account rep.
Looking forward
Green Line Digital named GoDataFeed its preferred feed management partner for future client work — the control and speed that made a two-week multinational launch possible carry to the next brand on the same footing.
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