34-35 / 120
Online News
25 Stories
85 M
•
Positioned Real California butter and dairy products
at the forefront of holiday entertaining
•
Leveraged human interest angle for Rose Parade
float, bringing to life the successful legacy of
California dairy families and the industry
•
Conveyed California dairy’s commitment to
sustainable on-farm practices by sharing the story of
float construction details
•
Health experts spoke to relevant peer and consumer
interest around dairy nutrition
•
Events with the San Diego Chargers, San Francisco
49ers and Los Angeles Rams celebrated grant
funding and furthered the California dairy industry’s
commitment to youth health & wellness
•
Farm-to-School sharing event paired California
educators and dairy farmers for a dialogue around
dairy nutrition and farming practices
Consumer
Coverage:
116.6 M
Social
3,162 Posts
28.3 M
Coverage:
3 Press Releases
Online News
Social Posts
54.9 M
Blog
2 Posts
40 K
•
Holiday activations featuring Real California butter and other dairy products drove the
highest number of impressions
•
FUTP 60 Hometown Grants generated the second highest number of impressions
•
Activities leading up to the Rose Parade drove the highest quantity of news stories (note,
coverage is until Dec 31, so the parade itself will be in next board book)
•
Paid tactics, such as a broadcast media tour and Twitter party, supported CMAB’s
objectives and furthered visibility
•
Health education events and content provided peers and consumers with valued
information about dairy health benefits backed by science
Win with Healthy Snacking, Marginalize Margarine with Butter, Expand Ethnic Foods, Reframe the Dairy
Health Story, Activate the Real California Milk Seal
TV Segments
47 Segments
1.8 M