2018 March Board Book

SOCIAL MEDIA ______________________________________________________________________________

In 2017, we continued to promote Return to Real content by telling both Food and Farmer stories engaging with our key target audience: Women 25-54. When promoting content, we used the following parameters on CMAB social channels: • Women 25-54 • Show interest in food and farm content • Interests that go along with parenting • Optimized toward video views for video content • Optimized toward engagements for static content We looked for opportunities for our copy to focus on California, which is our key differentiator. Overall, we finished the year with high-level metrics: • 153 pieces of content were promoted across Facebook and Instagram o 27M impressions o 12.4M video views (:03 secs) o 5.7M video views (:10 secs) o 76K engagements • Pinterest: o Back to school campaign – video and RCM.com traffic driving o 3M+ impressions • Snapchat: o Free back to school test campaign ($5k value) o 986.8k impressions o 97.3k video views and 22k video completions In 2018, research will help shape the social plan. In the interim, we will be using the existing content library. We will also be looking at ways to support more localized business development opportunities that align with CMAB’s quarterly messaging pillars. Tastemade and Cooking Panda “hands-on” recipe videos will continue to run throughout 2018 as both remain relevant and on-trend. Below are some performance metrics from last year: • Tastemade: o Posted 18x on CMAB channels o Received 11M impressions on CMAB channels o 5.7M (:03) views on CMAB channels o Best performers were Chia Seed Pudding and Overnight Oats o Received 22M+ views on TM channels • Cooking Panda: o 15 videos in total created – over 22M views on Cooking Panda channels o To date, 9x videos have been posted on CMAB channels o 5.7M impressions on CMAB channels o 2.5M (:03) views on CMAB channels Food Content