September 2017 Board Book

Expand Ethnic Foods, Celebrate June Dairy Month, Marginalize Margarine

TV/Radio 1 Appearance 1.7 M Dairy Farmers Social Team 130 Posts 112.3 K

Print/Online 2 releases 55.6 M

• Utilized California dairy ambassadors like the California Dairy Princesses and Social Media team to help create a favorable public image for milk and dairy products • Leveraged the engagement and credibility of micro- influencers to target key audience on a personal level in promoting Hispanic dairy • Developed and distributed a Mix and Match Infographic to give additional outlets with which to disseminate content, promoting Hispanic dairy • Utilized the widespread health professional voice of Nurse Barb to share dairy nutrition information with patients and social followers

Consumer Coverage: 104.6 M

Social 56 Posts 1 Twitter party 47.3 M

• The Hispanic dairy Twitter Party drove the highest volume of consumer coverage during the quarter • Hispanic Dairy Flavor Trail infographic helped leveraged key messages while maintaining control of content • Micro-influencers put their own creative spin on how to use Hispanic dairy in their everyday meals and shared the recipes and beautiful images to their highly engaged followers • Nurse Barb Dehn shared milk nutrition messages with her social followers