2018 September Board Book

Win with Healthy Snacking Q2 2018

TOPLINE RESULTS

KEY INSIGHTS The health influencer event successfully shared the dairy health story with California based influencers, many of which were not familiar with dairy nutrition and passed the education onto their followers. CMAB’s ongoing health partners continued telling the dairy health story with monthly content that included science-based messaging.

1 Health & Fitness Influencer Event

2.1 M Impressions

43 Stories/Mentions

TOP 3 TACTICAL ACTIVATIONS Ranked by overall impressions

TOP 3 MESSAGES* Ranked by overall impressions

1. HEALTH PARTNER CONTENT 1.1 M Impressions Fitness influencer & Nurse Barb monthly content

1. DAIRY PROTEIN, NUTRIENTS 1.7 M Impressions

1. TACTIC XX metric

4. ACTIVATION XX impressions XX mentions 5. ACTIVATION XX impressions XX mentions 3. HEALTH INFLUENCER EVENT 403 K Impressions 8 Influencers attended interactive workshop about dairy nutrition and posted content 2. TACTIC XX metric 3. TACTIC XX metric 2. LIFESTYLE TV STORIES 581 K Impressions June Dairy Month segments in SD & SF

2. REAL CALIFORNIA MILK MENTION 776 K Impressions Call-to-action to visit RCM website or tag

2. TACTIC XX metric

3. REAL FOOD 676 K Impressions

3. TACTIC XX metric

*Total impressions exceed the topline number due to stories/mentions including more than one message