2017 December Board Book

Social Media In 2017, the goal across all social channels continues to be increased reach and engagement. To achieve this, we target fans of the CMAB Facebook page, friends of our fans, and moms aged from 25-54 who are interested in food and farm content. We promote content within our three main categories of Food, Farmer and PR/outreach initiatives. Below is a chart, which outlines total views by content category on CMAB social channels. Tastemade and Growing Up Dairy were launched last year and CA Dairy Stories, Cooking Panda, and Monday Melt were all launched this year. Data is from Jan 1 – Oct 23 rd , 2017. Total Video Views By Content Bucket Content Facebook Instagram Total CA Dairy Stories 578,913 9,826 588,739 Growing Up Dairy 2,299,711 4,974 2,304,685 Tastemade 9,866,866 332,881 10,199,747 Cooking Panda 845,749 165,017 1,010,766 Monday Melt 901,770 37,203 938,973 TV 405,729 - 405,729 Total video views on Tastemade’s social channels are over 22 million and on Cooking Panda’s social channels, over 13 million. These views on partner channels are in addition to the views on CMAB channels in the chart above. Food Food content in Q3 was mostly back-to-school and healthy snacking recipes and, moving into Q4, transitioning more toward recipes well suited for holiday entertaining. We launched new recipe videos from Cooking Panda as well as continued to post new Monday Melt and Better with Cheese content. Although we are primarily promoting the new content created this year, we continuously look for opportunities to repost and amplify existing content such as Tastemade recipe videos whenever there is a good opportunity to do so. In August and September, most posts consisted of kid-friendly recipes for back-to-school, as well as quick and simple healthy snacking recipes. Cooking Panda recipe videos proved to be the most successful, producing over one million video views between three recipe videos: CA High Protein Dip with Veggie Skewers, CA Yogurt Sticks and CA Breakfast Casserole. Users also seemed to enjoy Monday Melt Artichoke Dip, which generated almost 130,000 video views. Back-to-school and healthy snacking recipes were not only promoted on Facebook and Instagram, but also on Pinterest, generating over 1.1 million impressions between four promoted recipes. For the holidays, we will promote recipes that utilize leftovers to create new dishes, such as turkey and cheese sliders and stuffing and cheese muffins.

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