2022 March Board Book

2021 Research In 2021 we conducted the following research studies: • Dairy Consumer Inteligence Update • Media Weight Tests o Elevated weights on TV/OLV o OOH • Campaign Effectiveness Study • Business Opportunity Analysis & Positioning Research • MMM These studies provided many valuable learnings that informed our 2022 plans. Below are a couple of higlights from the 2021 research: • Audience refinement—Lifestyle Balancers 2.0 • Heavier media weights improve key metrics such as awareness, attitudes, and purchase intent • OOH, when added to the mix, improved campaign recognition • Hispanics in California are an important consumer with growth potential • Shifting media from national to California yielded positive results in our MMM Below are more in-depth snapshots for the OOH media weight test and MMM. OOH Media Weight Test The OOH Media Test helped us to understand the power of the medium, especially as we think about launching new work in 2022. • Incremental media weight directly raises campaign reach and recall, with campaign recall gains significantly higher in media test markets than the rest of California (ROC). • Fresh media placement (OOH) effectively generates both incremental campaign reach/recall, as well as complements and enhances overall campaign impact (campaign recall, messaging, etc.). • Additional mediums (OOH) offer an opportunity to layer synergistic but unique messaging (quality and variety) without distracting from the core communications strategy—just as we have seen with social media efforts. • Qualitatively (low base size), additional mediums (OOH) also reach different demographics. Overall, a short period of OOH is insufficient in its own right to transform an established product like CA Dairy; however, layering in onto a 360 campaign inclusive of video can help significantly increase recall and reach with relatively low CPMs.