2018 December Board Book

Another food content series we’ve been running this year is Monday Melt. These videos feature looped short clips of dairy melting. These videos were created last year, and we continue to use them due to strong performance and their unique ability to really show off the dairy. In addition to Monday Melt, we also have a static image content series titled Better With Cheese, which highlights how to improve your day with cheese. This content series uses day-specific relevant hashtags to help improve the reach. Below are the metrics through Oct 15 of this year:

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Monday Melt o

Number of posts: 13 1.5M video views (:03)

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o Best-performing post: Cheese Bubbles, which received a VTR (:03) of 49%

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Better With Cheese o

Number of posts: 8 1.7M impressions 92K engagements

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o Best-performing post: Taco Plate, which received an ER of 23%

Farm Content

In addition to food content, we also continue to promote content that tells the story of the real people behind dairy. In addition to the Growing Up Dairy videos, the CA Dairy Stories series continued to highlight life on the farm, food-specific gatherings and the hobbies of dairy families.