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Online Advertising, Digital Partnerships and Apps:
We continue to look for ways to utilize digital media to bring the Return to Real campaign to
life. The two main elements in our positioning platform, “Real Food” and “From Real People,”
are fueling endless opportunities to connect consumers with our recipes and usage ideas, our
nutrition information, our farmer stories and our California distinctiveness. Digital media has
proven extremely effective and measurable in delivering our TV spots and other video content
online in a way that consumers can engage with, including click-through from ads to deeper
stories on our website or to video content on YouTube. Last year’s plan delivered over 300
million women 25-54 targeted impressions, and almost 80 million completed video views at an
efficient $.03 per view. One element that was especially successful from a reach and impression
standpoint in 2016 was our partnership with Tastemade with over 20 videos and 26 million
views across our channels. Our 2017 digital plan was presented at the May board meeting and is
just getting under way.
We are also partnering with Milk Life’s Great American Milk Drive initiative. We will be
asking people to take a picture of the Real California Milk seal and use the hashtag
#SealsforGood. For each submission, we will make a $5 donation to the Great American Milk
Drive (up to $20,000). The campaign kicks off in September, which is Hunger Action Month
and concludes at the end of December where our messaging will be geared toward holiday
giving. The initiative will be promoted through bloggers and influencer support as well as paid
social posts. We are also talking to many processor and retailer partners to help spread the word.
YouTube Marketing
:
As in previous years, paid advertising on YouTube supports our TV ads and long-form video.
That focus has broadened to support all video content produced in 2017, including the new TV
ads and digital videos. Our strategy has been to repurpose Tastemade videos throughout the
year to match the products/initiatives our national partners are messaging on their channels.
Paid YouTube 2017
(YTD Paid YouTube
Impressions
Views
Clicks
CPCV
1,355,715
311,638
2,599
$0.05
Of all videos running each month, Avocado Blue Cheese Dip and California Chocolate Chia
Seed Pudding are the top performers. With Avocado Blue Cheese dip receiving over 1MM
impressions so far in 2017.