2017 December Board Book

Online Advertising, Digital Partnerships and Apps:

We continue to look for ways to utilize digital media to bring the Return to Real campaign to life. The two main elements in our positioning platform, “Real Food” and “From Real People,” are fueling endless opportunities to connect consumers with our recipes and usage ideas, our nutrition information, our farmer stories and our California distinctiveness. Digital media has proven extremely effective and measurable in delivering our TV spots and other video content online in a way that consumers can engage with, including click-through from ads to deeper stories on our website or to video content on YouTube. We anticipate this year’s plan to deliver over 50 million women 25-54 targeted impressions, as well as 41+ million completed video views at an efficient $.02 per view by the end of the year. One element that continues to be especially successful from a reach and impression standpoint is our partnership with Cooking Panda with 14 out of 15 videos launched and over 15 million views across our channels and theirs. We also partnered with The Great American Milk Drive for our #SealsforGood campaign to help those in CA, TX and FL. We are asking people to take a picture of the Real California Milk seal and use the hashtag #SealsforGood. For each submission, we will make a $5 donation to the Great American Milk Drive (up to $20,000). The campaign kicked off in September, which was Hunger Action Month, and concludes at the end of December where our messaging will be geared toward holiday giving. The initiative is also being promoted through bloggers and influencer support as well as paid social posts. We have also gotten support from many processor and retailer partners to help spread the word.

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