34-35 / 92
Print/Online
26 Stories
16.7 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
Consumer
Coverage:
24 M
Social
50 Posts
1.2 M
Blog
2 Posts
63.6 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
Activate the Real California Milk Seal, Take Back Breakfast, Expand Ethnic Foods, Reframe the Dairy
Health Story
TV
9 Appearances
6 M
Coverage:
Online News: 20.9 K
9 Social Posts: 223.9 K
Total: 244.9 K
Dairy Farmers Social Team
130 Posts
112.3 K