Nykaa, a leading beauty and e-commerce brand in India, was preparing for its Pink Summer Sale—one of its most high-impact, seasonal promotions targeting millennial and Gen Z consumers. The brand needed high-performing, platform-specific creatives that aligned with its identity and stood out in a highly competitive digital space.
As the Senior Graphic Designer, I led the design and visual storytelling for this campaign, translating product offers and seasonal energy into clickable, engaging content across multiple platforms.
Objectives
Performance Design: Create scroll-stopping ad creatives that drive click-throughs on Instagram and Meta platforms.
Brand Consistency: Reflect Nykaa’s feminine, clean, and modern aesthetic while infusing a summer sale tone.
Versatility: Design assets that can be easily adapted across stories, carousels, emails, and website banners.
User Journey: Ensure visuals work seamlessly from impression to purchase.
Challenges
Ad Saturation: Competing in a saturated beauty ad space during peak sale season.
Limited Turnaround Time: Assets had to be delivered and adapted quickly for A/B testing.
Format Variety: Multiple format specifications across Meta, mobile, and email required agile design thinking.
Our Approach
1. Campaign Creative Direction
I worked closely with the campaign strategist to set a cohesive visual tone: bright pastels, soft overlays, and product-forward layouts. Visual hierarchy and CTA clarity were key across platforms.
2.Multi-Platform Asset Design
Instagram + Meta Ads: Designed static and animated story creatives, post carousels, and reels optimized for mobile interaction.
Email Marketing: Developed modular banner blocks that could be reused across various newsletters.
Website Assets: Created hero banners and category-specific highlights for the Pink Summer Sale homepage takeover.
3. A/B Variation Strategy
To support performance testing, I developed multiple versions of creatives with variations in copy placement, product emphasis, and CTA contrast. This allowed the media team to test and optimize engagement.
Results
18% increase in click-through rate (CTR) across Meta ad placements
30% higher engagement on Instagram compared to the previous campaign
15+ platform-adapted assets delivered ahead of schedule
Positive internal feedback from Nykaa’s performance team on design clarity and conversion-driven layouts
Conclusion
This project showcased how thoughtful visual design directly contributes to marketing success. By combining performance data, strong branding, and adaptive layouts, I was able to help Nykaa make a memorable impression and drive sales during a crucial campaign window.
