2022 December Board Book

We also meet with the MilkPEP, DMI, and CA Milk Processor search teams several times per year to discuss search strategies and ensure we are not duplicating efforts.

In Q4 2022 we will be testing search campaigns revolving around dairy-specific national holidays (National Nacho Day & National Cookie Day), as search volume spikes around these events. We expect these relevant search ads will lead to higher Click-Through Rates and a positive experience as consumers attempt to impress their friends, followers, or even themselves with a RCM.com recipe.

2022 Paid Search: Impressions

Clicks

Click-Through Rates

2,270,867

193,223

8.51%

Appendix Paid Social Performance:

The chart below shows social metrics for evergreen content across FB/IG, Pinterest, Twitter, and TikTok through CMAB and influencer channels from January through September 2022.

January–September 30, 2022:

Content

Impressions

Engagements

Video Plays

Recipes

234,991

6,313

78,299,841

CA Freestyle Video

71,907,444

3,501,047

3,710,580

January Smoothies

3,798,359

14,599

0

LA Advertorial

1,316,120

243,046

25,823

Recycle the Jug

5,884,051

115,054

0

Summer Snacking

4,795,602

326,990

177,990

Tacos, Tequila, Y Más

4,816,872

80,565

0

Hispanic Heritage Month

3,378,487

17,104

0