2017 May Board Book

Activate the Real California Milk Seal, Take Back Breakfast, Expand Ethnic Foods, Reframe the Dairy Health Story

Print/Online 26 Stories 16.7 M

Blog 2 Posts 63.6 K

Coverage: Online News: 20.9 K 9 Social Posts: 223.9 K Total: 244.9 K

Consumer Coverage: 24 M

• Leveraged the significant consumer interest in the Rose Parade to share stories about multi-generational California dairy families, along with messaging around dairy foods and sustainable farm practices • Tapped into the bento box lunch trend with a unique angle for breakfast versions; highlighted healthy dairy protein ingredients, including yogurt and cheese • Supported Hispanic style dairy business initiatives in Texas with local TV segments and influencer outreach • Utilized the widespread health professional voice of Nurse Barb to share dairy nutrition information with patients and social followers to support FUTP 60

TV 9 Appearances 6 M

Social 50 Posts 1.2 M

Dairy Farmers Social Team 130 Posts 112.3 K

• The Rose Parade float drove the highest volume of consumer coverage during the quarter

• A mix of earned and paid tactics drove consumer and FUTP 60 coverage, ensuring CMAB’s investments received maximum visibility • Lifestyle television segments in Dallas and Houston, along with microinfluencer social media, supported the Hispanic style dairy regional business campaign in Texas • Creative ideas for breakfast recipes were shared with consumers via an influencer partnership that featured “Healthy Mornings” and “Protein Packed” bento boxes • Nurse Barb Dehn shared milk nutrition messages with her social followers and promoted FUTP 60