2018 December Board Book

Daily Monitoring & Social Listening CMAB monitored traditional and social media daily, tracking Real California Milk proactive coverage, dairy and food industry trends, and issues (food safety, environmental, animal care, drought, etc.). The team provided an analysis and POV on impacts pertaining to the California dairy industry, in addition to recommendations for amplifying positive stories on Real California Milk owned social channels.

SOCIAL MEDIA _____________________________________________________________________________

In 2018 we utilized both food and farmer content to continue to tell our Return to Real story. After conducting quantitative research and a media segmentation analysis, we shifted our target from Women 25-54 to Women 25-49 and layered in psychographic targeting. We will continue to optimize as we serve them content and learn more about them. Below are a few other details regarding targeting:

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Women 25-49

• Those who show interest in food and farm content • Those who have interests that go along with “parenting” • Optimizing toward video views for video content • Optimizing toward engagements for static content

Our social content is aligned with messaging and campaigns led by national partners (DMI, MilkPEP, etc.) and CMAB quarterly sales promotions to provide support. In Q3, we promoted healthy snacking for back-to-school. For Q4, we are focusing on holiday recipes and Hispanic/specialty cheeses. Total metrics from Jan-Oct 15 are outlined below:

• 69 pieces of content were promoted across Facebook and Instagram o 24.3M impressions o 9.1M video views (:03) o 4.6M video views (:10) o 223K engagements

Food Content

We’ve continued to run recipe videos that show step-by-step instructions on how to make recipes using California dairy. This year, we were able to leverage our existing content from Tastemade and Cooking Panda and will also have two new videos finalized by end of year in partnership with Food52 highlighting variations on a California Yogurt Ranch dressing/dip and a Spiced California Cheese Puff perfect for the holidays. Below are the metrics through Oct 15 for this year:

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Recipe videos o

Number of posts: 24

o 13M impressions on CMAB channels o 5M video views (:03) o Best performing post: Yogurt Sticks, which received a VTR (:10) of 39%