2018 March Board Book

Back to School Pinterest and Snapchat To support our back to school messaging objectives, we tapped into paid Pinterest and Snapchat. For Pinterest, we utilized existing recipe content that fit well into the back to school/healthy snacking category including California Yogurt Sticks video from Cooking Panda and California Avocado Blue Cheese Dip from Tastemade. Additionally, throughout the year on Pinterest, we pinned new content that we created as well as content from influencers. In 2017, we ended up with over 3.5M impressions and over 2.5M engagements. Snapchat provided us with a free test campaign of $5k value. We used this to supplement our Back to School messaging. We created custom snap ads featuring California Yogurt Sticks and California Grilled Cheese. This content generated nearly 1M impressions and nearly 100k video views. Growing Up Dairy In 2016, we launched a new social video series with a focus on telling farmer stories in short, easy to consume, video format with the introduction of “Growing Up Dairy”, spotlighting dairy kids. In 2017 we expanded this series to incorporate moments in time with the whole family under the title: “CA Dairy Stories”. Both have performed efficiently on social. We will continue to mix in this content in 2018. Below are the results from 2017: • Growing Up Dairy (2017 only): o 11x posted o 3.5M impressions o 1.7M (:03) views o Best-performing post: “Saralynn’s Chores” ▪ 1.2M impressions ▪ 4.8k engagements • CA Dairy Stories o 2.8M impressions o 1.2M (:03) views o Best-performing post: Stroopwafels ▪ 767k impressions ▪ 338k (:03) views Farm Content