Industry:
Location:
Services:
Travel Insurance and Assistance Services
HU and RO market
PPC campaign management, Facebook and Instagram management, Social media content creation, Email marketing, Influencer consulting
Our collaboration with the AXA Partners CEE team began in late 2023 in Hungary and Romania.
The travel insurance market in both countries is highly seasonal and intensely competitive – especially during the summer months. Partners CEE was looking for an agency partner that could offer not only technical expertise, but also deep local market knowledge to support its campaigns. With Growww Digital’s regional team, we were able to provide this combination: the flexibility of local decision-making within an international campaign framework.
Challenge:
While the Central and Eastern European region operates with a unified strategy, consumer behavior varies significantly between countries.
These differences made it difficult for the regional approach to respond quickly and precisely enough, highlighting the need for local-level optimization and testing.
„Regional-level campaigns provide a solid strategic foundation, but in day-to-day operations it quickly becomes clear that each country responds very differently. If we don’t account for that, valuable opportunities are lost.”
– Petra Kamenická Kotalová
Head of E-commerce & Marketing CEE
AXA Assistance / Partners CEE
Growww Digital works with dedicated Hungarian and Romanian specialists who understand not only the language, but also the cultural nuances and travel decision-making patterns of each market.
„With Growww Digital, we found a team that is not only professionally skilled, but also truly understands the local markets. What we especially value is that they don’t just execute – they think with us on a strategic level, with speed and flexibility.”
– Petra Kamenická Kotalová
Head of E-commerce & Marketing CEE
AXA Assistance / Partners CEE
Solution:
Development, configuration, and continuous fine-tuning of hyperlocal PPC campaigns optimized for the given target group in both countries.
In Hungary, we aligned the campaign schedule with seasonal patterns and travel trends that influence customer demand.
In Romania, we restructured the campaign setup following in-depth market research: we rebalanced the channel mix, excluded underperforming placements, and built a new campaign architecture based on the research findings – emphasizing messages that encourage immediate decision-making.
In both markets, we hold regular retrospective workshops to track performance and continuously update keywords, offers, and creatives to reflect seasonal demand.
In both markets, campaign revenue increased while the cost-to-revenue ratio decreased or remained stable.
Results:
The impact of optimization became visible in both countries early on—and the positive trend continued into 2025.
In Romania, campaign efficiency improved significantly, with strong revenue growth and a cost structure that remained well within target levels. The first few months of 2025 already outperformed the previous year—even outside the peak travel season—confirming the long-term value of local optimization.
In Hungary, upward momentum was already visible by spring 2025, with seasonal campaigns delivering clear year-over-year growth while maintaining stable performance indicators.
These results confirmed that local-level decision-making not only provides flexibility, but also delivers real business value, both in the short and long term.