2017 December Board Book

Win in Healthy Snacking, Reframe the Dairy Health Story, Activate the Real California Milk Seal

Dairy Farmers Social Team 115 Posts 93.1 K

Print/Online 65.4 M

• Tapped into the timeliness of consumers transitioning to busy fall/back to school routines to promote healthy snacking with California dairy • Leveraged health and lifestyle influencers to elevate California dairy’s position as a must-have nutritious food among consumers and health professionals • Supported CMAB’s regional business efforts in California with local market publicity around select products with the Real California Milk seal • Shared the California dairy industry’s commitment to providing nutritious dairy foods to communities in need around the U.S. with publicity surrounding Hurricane Relief and Seals for Good • Utilized the CMAB Social Media team as California dairy ambassadors to help generate a positive public perception for farming and dairy products

Consumer Coverage: 111.6 M

Social 151 Posts 46.2 M

TV/Radio 4 Appearances 60 K

• National Ice Cream Month Twitter Party drove the highest volume of consumer coverage during the quarter by a single activation • California dairy farmer’s commitment to supporting communities affected by Hurricanes Harvey and Irma collectively provided a high number of media impressions and interest from industry publications • Partnering with lifestyle expert Parker Wallace to promote California dairy products as great snacking options helped disseminate the most important key messages and content • Social exchange with Snapware provided a no-cost way for CMAB to promote healthy snacking and reach a new audience

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