Naivas Retail Media · Campaign report
Fresh Home Launch
Savanna Fresh · 2026-11-01 to 2026-11-30 · Ref DEMO-1
Campaign summary
Savanna Multi-Surface Cleaner 500ml across Facebook & Instagram; Nationwide.
Commercial objective
Launch a new product. Desired outcome: More units sold.
Audience strategy
Active category shoppers, New-to-brand prospects · last 90 days of purchase activity, using aggregated Naivas purchase intelligence.
Creative used
“Fresh Home Launch — now at Naivas” Fresh savings on everyday home care, in store this week. [Shop at Naivas]
Media results
Spend
KES 185.0K
Impressions
1.03M
Reach
271.9K
Clicks
11.8K
CPM
KES 180
CTR
1.15%
Retail sales outcomes
Attributed sales
KES 604.7K
Units
1,733
ROAS
3.27×
New-to-brand
691
Est. incremental*
KES 85.3K
Attributed sales reflect 64% of sales linkable in the simulated model. *Incremental figure comes from a simulated test-vs-control study and is not a validated result.
Key insights
- Facebook & Instagram delivered the highest attributed ROAS at 3.27×.
- Nairobi generated the largest share of attributed sales (KES 261.1K).
- 40% of attributed units came from new-to-brand purchasers.
- Simulated lift of 16.4% suggests part, not all, of attributed sales were incremental.
Suggested next actions
- Test shifting 10–15% of budget toward Facebook & Instagram.
- Retarget lapsed buyers with a follow-up offer within 30 days.
- Commission a properly designed holdout study before scaling spend.
- Refresh creative to sustain CTR beyond week three.