2018 May Board Book

Social Media For 2018, we are utilizing both food and farmer content to continue to tell our Return to Real story. When promoting content on our channels, we used the following targeting parameters: • Women 25-54

• Those who show interest in food and farm content • Those who have interests that go along with parenting • Optimizing toward video views for video content • Optimizing toward engagements for static content

We aligned our social media messaging to that of our national partners to focus on protein for breakfast as one of our key messaging objectives for Q1. In Q2, we transitioned to Hispanic dairy and consistently mixed in farmer content as well. Total metrics for Q1 are outlined below: • 22 pieces of content were promoted across Facebook and Instagram o 9.5M impressions

o 3.7M video views (:03 secs) o 1.8M video views (:10 secs) o 73K engagements

Food Content Using learnings from last year, we are only selecting top-performing Tastemade and Cooking Panda videos to re-post this year. Below are performance metrics from January to March: • Recipe videos o Number of posts: 6 o 4.7M impressions on CMAB channels o 2M video views (:03 secs) o Best-performing post: Cooking Panda Yogurt Sticks § 39% VR (:10 secs)

We also continued to promote the Monday Melt and Better with Cheese series on Facebook and Instagram. We monitor, and pick, the most popular hashtags at the time of the post to help amplify the message. • Monday Melt: o Number of posts: 5 o 731K video views (:03 secs) o Best-performing post: Cheese Bubbles § 370K impressions