2017 December Board Book

2017 National TV Plan:

2017 Creative Campaign: In addition to the four new Return to Real TV spots airing in 2017, we are continuing our “always on” social and search efforts. In 2017, we launched new content, including a new farmer series called “California Dairy Stories.” We also have new recipe videos, developed by our media partner Cooking Panda, as well as two other social series called Monday Melt and Better with Cheese. The new “California Dairy Stories” is a series of twelve videos that profile different members of our California Dairy families. These videos are wide-ranging and cover topics such as growing up on a California dairy farm, participating in tractor pull competitions, cooking and sharing family recipes, sustainability and much more. The goal of this series is to give our consumers a glimpse into our uniquely California farm families. To date, they have over 600,000 views on our social channels.

We also are tapping into the power of appetite appeal by creating new food content. We launched two new series titled Monday Melt and Better with Cheese. The goal of this mouthwatering content is to find a way to own or lead the conversation by piggy-backing onto already popular social conversations and using popular hashtags. For Monday Melt, we produced twenty different short GIFs that highlight delectable dairy products melting. The melts are mouthwatering and hypnotizing. They received positive engagement on our social channels and have 1 million views to date. Our Better with Cheese content series consists of twenty crowd- sourced photographs of dairy dishes. When we post them, we use the hashtag #betterwithcheese along with another day-specific popular hashtag such as #meatlessmonday, #winewednesday, #foodiefriday and others to take part in popular social conversations.

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