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Online Advertising, Digital Partnerships and Apps:
In 2016, we looked 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 unique 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. Our overall 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. We were able to create over
20 videos and acquired over 26 million views across both our channels as well as theirs. We
will look to build off of these successes and learnings as we begin to construct our digital plan
for 2017.
YouTube Marketing
:
As in previous years, paid advertising on YouTube supports our TV ads and long-form video.
That focus will broaden to support all video content we produce in 2017, including the new TV
ads and digital videos. We will repurpose Tastemade videos throughout the year to match the
products/initiatives our National partners are messaging on their channels.
YTD Paid YouTube 2016
(Through end of Dec.)
Impressions
Views
Clicks
CPCV
6,524,924
1,551,609
18,689
$0.04
