2022 March Board Book

KOREA:

Online Marketing CMAB Cheese ambassador program – Say cheese! The theme for the month of December was three different versions of fried pork cutlet. Pork cutlet is a very popular everyday dish among Koreans; it is not fancy but something that we eat from time to time. Due to the variant of Omicron and reimposing of strict social distancing measures, people have returned to home cooking by searching up easy and simple recipes. To show a variety of ways to utilize CA cheese, we have developed recipes on the snowflake, double cheese, and cheese roll. As fried pork cutlet is a regular menu for Koreans many people showed reaction to the series of contents. As a result the three contents, in total, reached 263,626 people with 2,540 likes and 1,495 saves which marks the highest ever results. In fact, CA cheese roll cutlet reached 101,554 with 49,024 views.

Social Channels (Instagram/Facebook) As of December 2021, the number of followers for Instagram reached 11,728. This is an increase of 11.5%, compared to the previous month. The increased rate for reach was 7.0% and engagement was 12.9%. As CMAB Korea focused on the CA Cheese Platter for December the contents were relatively less dynamic. Instead, six videos were uploaded: 3 from Say Cheese Promotion, 2 from regular SNS content, and another on ‘what to do with left-over cheese when enjoying CA cheese platter.’ Those who enjoyed cheeses for parties and are concerned about left-over cheeses looked at the videos and followed our tip on making CA cheese fondue. One of the comments was: “wow this is a great idea!

Targeting the holiday season, CMAB Korea engaged in mid-banner promotion with Coupang under the theme: California Cheese Collection. CMAB Korea engaged with mid-banner promotion for a period of two consecutive weeks. To maximize sales in December CMAB Korea also conducted Search Advertisements, as well. On average the number of units sold increased by 82.6%, gross merchandise value by 92.2% and number of clicks by 116.4%.