36-37 / 120
Reach: October – December 2016: 116.6 M
“With protein for power, calcium for strong bones, plus 7 other essential nutrients, dairy provides a perfect nutrient-dense package for all the athletes in
your family.”
– Nurse Barb Dehn Blog Post
“It [the RCM float] is also educational, in that we city folk learn that the milk does not come from the store, it comes from hard work.” –
Gayle Anderson,
KTLA
Behind-the-scenes TV segments revealed the inspiration
of the float design, float rider stories and information
about the materials used to decorate the float with a
sustainability message
Nurse Barb Dehn and Registered Dietitian Patricia Bannan
affirmed the benefits of real dairy to consumers via peer
education, blog stories and social media posts
Total Reach:
58.6 M Impressions
PR activations promoted
Real California Milk’s
“Legacy of Generations”
float in advance of the
parade; tactics included 2
press releases, live TV
interviews airing across the
U.S, print stories, online
coverage and social media
posts on various channels
Total Reach: 46.8 M Impressions
Holiday entertaining with
Real California butter and
other dairy products provided
content for a Multimedia
News Release,
Twitter/Pinterest party and
coverage in consumer
lifestyle outlets and social
media
Total Reach: 9.2 M Impressions