2019 March Board Book

SOCIAL MEDIA ________________________________________________________________________ In 2018, we utilized food and farmer content to continue to tell the Return to Real story on CMAB social channels. Facebook and Instagram were our primary channels for paid social, along with YouTube. We also utilized Twitter for the latest information on dairy and sustainability and we continue to use Pinterest to amplify new, trendy recipes from our influencer campaigns. In 2019, we will run existing content and optimize accordingly until we land on a new campaign, when new content will be created. Social content was scheduled to be in line with national partners/initiatives (DMI, MilkPEP, etc.) as well as quarterly content focused on priority business development pillars: protein for breakfast, Hispanic-style dairy, healthy snacking, and holiday entertaining. We also provided localized support to sales team initiatives in Texas, California, and the Southeast. Total 2018 metrics are outlined below: • 94 pieces of content were promoted across Facebook and Instagram o 34M impressions

o 12M video views (:03) o 6M video views (:10) o 319K engagements

Content: CMAB Channels Recipe Videos

Throughout 2018, we leveraged existing Tastemade and Cooking Panda recipe videos. We also worked with Food52 to create two influencer-led recipe videos - a California Yogurt Ranch dressing/dip, great for healthy snacking, and Spiced California Cheese Puffs, perfect for the holidays. In total, recipe videos achieved 3.9M :10 views on CMAB channels in 2018. • Number of posts: 47 • 18M impressions on CMAB channels • 7.4M video views (:03) • 3.9M video views (:10) • Best-performing post: Yogurt Sticks, which received a VTR (:10) of 39%