2017 March Board Book

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9
Social Media
In 2017 we will continue the “always on” approach introduced in 2016 and will have continual promotion
of content throughout the year. Throughout the second half of 2016, we saw positive results and our
social channels continue to be one of our most efficient ways of getting fans to interact with CMAB
content. For 2016, to great success, we chose to focus more on engagement within the social channel vs
clicking out to Engagement with our content has grown exponentially; across both Facebook
and Instagram, 368,000 fans have reacted to our posts, 2,800 have left comments and almost 25,000 have
shared a CMAB post to their own page or a friend’s page – this is just on our own channels.
One of the highlights in 2016 was partnering with Tastemade for content development and distribution.
We now have over 28 recipe videos and have achieved over 26 million views across our channels as well
as theirs. Another highlight was the creation of our “Growing Up Dairy” videos. In both cases, we were
able to take this content from our social channels and also integrate it into , providing visitors
new, fresh content.
During the first half of 2017, we will be posting the remaining Tastemade assets as well as the remaining
“Growing Up Dairy” content. We will also be repurposing some of the assets posted in 2016 to align with
messaging used from our national partners. For instance, in January we were able to repurpose our Mango
Avocado Smoothie Bowl, California Chocolate Chia Seed Pudding and California Overnight Oats videos
and pair them with new copy supporting MilkPEP’s My Morning Protein campaign. We will also explore
new opportunities to create content in 2017 that will continue to tell the Real Food story and establish a
POV with our content that helps give greater meaning to the seal. We will also be exploring new digital
media partnerships along the lines of Tastemade as we look to create and amplify new content.
Top-performing Growing Up Dairy post in 2016:
Kaelyn Offinga
 461,222 impressions
 121,029 :10 views ($0.03 cost per view)
o Industry benchmark: $.09 for :10
 1,480 non-video engagements
o 1,218 reactions
o 168 shares
o 94 comments