2018 December Board Book

Activate the Seal Q3 2018

TOPLINE RESULTS

KEY INSIGHTS Spoon U content included the RCM seal and call-to-action throughout pieces, with the newsletter article going more in-depth about CA dairy attributes. Continuing education for nurse practitioners resulted in attendees being “much more likely” to recommend dairy to patients.

1 Health Education Event

11.9 M Impressions

213 Stories/Mentions

Dairy leadership & industry integration, Dairy Social Team, animal activist support, health professional education

TOP 3 TACTICAL ACTIVATIONS Ranked by overall impressions

TOP 3 MESSAGES* Ranked by overall impressions

4. ACTIVATION XX impressions XX mentions 5. ACTIVATION XX impressions XX mentions 3. HEALTH INFLUENCERS 175 K Impressions Influencer event and healthy snacking campaign 2. TACTIC XX metric 3. TACTIC XX metric 1. SPOON U 10.9 M Impressions Video/content on social, newsletter, website created by and for college students 2. MICROINFLUENCER CAMPAIGN 348 K Impressions Ongoing content from Q2

1. LOOK FOR THE RCM SEAL 11.5 M Impressions

1. TACTIC XX metric

2. REAL PEOPLE, FAMILY OWNED 11.2 M Impressions

2. TACTIC XX metric

3. REAL FOOD 11.1 M Impressions

3. TACTIC XX metric

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