Our 2024 Think with Google CEE highlights and vision for 2025.
In 2024, businesses in Central and Eastern Europe (CEE) embarked on international expansion amidst economic recovery. To thrive in new territories, marketers are turning to technology and AI-powered tools.
Beyond customer acquisition, building long-term relationships is essential. With consumers remaining cautious about their spending, brands need to adapt to changing preferences and build emotional bonds.
Our most-loved Think with Google articles from the past 12 months offer strategies for winning hearts and minds, from running educational ad campaigns to leveraging national pride. Discover the insights you need to succeed in 2025.
Navigate consumer preferences
Join our imaginary Polish consumer Kasia to discover winning strategies in (CEE). We explored the emerging trend of retailtainment, the fusion of shopping and entertainment, which is gaining popularity, especially in Poland.
As the e-commerce landscape in CEE continues to evolve, it's critical to identify and address the key pain points that consumers encounter during their shopping experiences. By eliminating these barriers, businesses can boost customer satisfaction.
Building long-term relationships is particularly important in major markets like Poland, where people prefer familiarity. If the experience is enjoyable, the chances to secure loyal customers are high.
Attract valuable users with AI-powered ads
Convincing a potential customer to start a free trial is one challenge; converting them into a paying subscriber is another. In times of uncertainty, consumer preferences evolve rapidly, making it difficult for marketers to reach the right people with the right message.
pdfFiller, an online document editor from Ukraine, ran a four-week experiment using AI-powered ads. By optimising audience signals with first-party data from past subscribers, pdfFiller trained the algorithm to identify similar potential customers. Additionally, the shift to advanced AI solutions unlocked access to a wider range of ad formats, including images, videos, and text ads.
The new approach resulted in a 3X increase in paid subscribers. Building on this success, pdfFiller plans to scale the strategy to showcase its advanced features like library of templates to reach people interested in these solutions.
Reinvent your brand with an emotional touch
Polish airline Lot sought to increase brand awareness in both domestic and international markets amid growing competition from low-cost carriers. The goal was to reposition Lot as not only a carrier, but as a companion for fulfilling travel dreams and discovering the world.
Through the "It's Who You Travel With" campaign, Lot shared a passion for travel passed down through generations. The airline also partnered with the National Museum in Warsaw to create a new safety video, positioning itself as an ambassador of Polish culture and history.
To reach a wider audience, Lot leveraged YouTube and Demand Gen campaigns. Video ads reached over 30 million users across four markets: Poland, the U.S., South Korea, and Germany. Inspired by this success, it is now preparing a new campaign focusing on travel destinations.
Adopt an always-on strategy
Holiday shopping is no longer confined to the weeks leading up to Christmas. As consumer behaviour evolves, people are seeking deals, discounts, and promotions year-round. To capitalise on this trend, jewelry brand Pandora delved into the complex behaviors of holiday shoppers to develop a year-round strategy. We spoke with Pandora's marketing leaders to learn about their insights and strategies.
No two customers are the same: some prefer tactile experiences, while others opt for in-depth research or online purchases. To prepare for the crucial Christmas season, the brand conducts experiments and tests throughout the year.
While some customers start their shopping early, others may delay their purchases. Marketers can help inspire these late shoppers by making it easy for them to find and explore products.
Cut through the noise with educational ads
The abundance of choice can often leave customers feeling overwhelmed. This is especially true in markets undergoing significant change, like the Greek energy market, where recent government regulations have caused anxiety about rising prices. As a result, consumers are more likely to switch providers, presenting both challenges and opportunities for businesses.
To help people navigate the changing landscape, Greek energy provider Protergia integrated educational ads into its marketing strategy. The company created a playful video to explain the differences between tariffs, helping each customer identify the best fit for them. By informing and educating consumers, Protergia has not only gained market share, but also built long-term loyalty.
The year 2025 opens new opportunities for international growth and attracting customers through powerful storytelling. As Jais Holm Skyvald, head of global creative studio The Barn, said, the key lies in a "never finish" mentality, where every campaign is an opportunity for refinement.
We look forward to seeing even more exciting innovation and insights in the new year.
