Aldi reframes “cheap” as comfort and trust—while Google adds AI creative diagnostics, Instagram pushes frictionless checkout, and Tesco scales retail media off-site.
Moncler sells agency over conditions—while Google moves toward outcome-based bidding across channels, Meta automates creative rotation, and IKEA doubles down on loyalty-only growth.
Patagonia makes durability the proof—while Google shifts optimisation toward conversion quality, Meta uses AI to match brands with creators faster, and LVMH personalises stores with demand data.
Nespresso turns scarcity into ritual—while Google makes short-form video the default for performance, Meta scales AI backgrounds to fight fatigue, and Shein uses creators to validate demand before production.
LEGO turns “starting over” into the real product—while Google pushes predictive budget shifts, Meta doubles down on Advantage+ automation, and IKEA tests social-first launches before retail.
MUJI makes restraint feel rich—while Google pulls video deeper into Search, Meta auto-summarises what’s working, and Primark turns click-and-collect into an owned-channel growth lever.
Uber turns “getting there” into “being there”—while Google predicts when conversions happen, Meta bundles creatives automatically, and Zalando makes the homepage a personalised marketing surface.
Mastercard makes the transaction disappear and sells what happens after—while Google moves upstream with AI landing-page insights, TikTok leans harder into search-first captions, and Carrefour pushes retail media off-platform.
McDonald’s turns routine into brand power—while Google automates more creative in Performance Max, Meta simplifies campaigns around outcomes, and H&M tests app-only member pricing to build first-party loyalty.
BIC turns reliability into emotion—while Google tests creative-fatigue alerts, Meta expands AI-led audience discovery, and Decathlon experiments with community-led launches built on trust before reach.
Notion sells agency over features—while Google scales Demand Gen across YouTube/Discover/Gmail, Meta shares creative learnings across campaigns, and IKEA tests creator-led drops to replace traditional launches.
Michelin turns a functional product into a philosophy—while Google deepens Demand Gen reporting, Meta tests AI creative refresh to fight fatigue, and Zara leans into app-only drops to drive scarcity and repeat visits.
