2018 September Board Book

Farm Content In addition to promoting food content, we continued to promote farmer content to tell the story of real people behind the food. In addition to last year’s Growing Up Dairy videos, we’ve been promoting our California Dairy Stories. These videos showcase moments on CA dairy farms, ranging from growing up on a dairy to gathering for large family meals - to hobbies our farmers enjoy. • Farmer content o Number of posts: 13 o 3.6M impressions o 1.4M video views (:03 secs) o Best-performing post: Photography, which received a VTR (:10) of 38%

Appendix The chart below shows social metrics for evergreen content this year (Jan 1 – July 31, 2018). The chart does not represent metrics from our Texas-targeted Hispanic dairy campaign.

Content

Impressions

Engagements

Video Views (:03)

Video Views (:10)

4,914,038

42,786

2,011,559

1,266,518

Tastemade

4,580,698 1,645,495

36,411 87,097

2,085,385

1,008,278

Cooking Panda

-

-

Better With Cheese

2,549,050

3,161

1,087,615

369,609

Monday Melt

3,660,203

3,509

1,436,818

710,551

California Dairy Stories

932,749

905

321,715 281,669

155,786 188,634

TV

1,403,362

20,449

Other

Total

19,685,595

194,318

7,224,761

3,699,376