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Trade Marketing
Overview
NIVEA frequently develops seasonal campaigns to maintain engagement and drive sales throughout the year. This spring campaign focused on an online promotional mechanic, encouraging consumers to purchase products in exchange for the chance to win prizes.
The campaign combined skincare positioning with a reward-based incentive to increase participation and visibility.
Objective
To create promotional visuals that would:
Communicate the campaign mechanic clearly (purchase → participation → reward)
Encourage online purchases through an incentive system
Highlight seasonal relevance aligned with spring
Maintain strong brand recognition
Approach
The project focused on simplifying communication while reinforcing the promotional appeal.
Structured layouts to clearly explain the “spend and win” mechanic
Prioritized visibility of prizes and key information
Designed visuals adapted for digital and promotional formats
Maintained consistency with NIVEA’s visual identity
Design Decisions
Highlighted the reward system (daily prizes and final draw) to attract attention
Organized information to ensure quick understanding of participation rules
Emphasized key numbers (spending threshold and prizes) for clarity
Maintained brand consistency while adapting to a promotional context
Focused on clean and direct communication to support conversion
Outcome
The final visuals clearly communicate the promotional mechanic, combining brand identity with an incentive-driven approach. The campaign supports online engagement by making participation easy to understand while reinforcing NIVEA’s presence during the spring season.