2022 September Board Book

Over 91% of those attributable visits came from new visitors to CMAB’s site. LA KISS FM 102.7 DJ: Rubi Gonzales (M-F 5-10a) SF Wild 94.7 DJ: Selena (M-F 6-10a) SD Channel 93.3 DJ: Chino (M-F 6-10a)

Podcast Reads – 4.4MM Impressions over 7 weeks All CA – Targeted to LB 2.0s - Tori & Jennie - 9021OMG

Paid social posts - 5MM impressions, 537K video views, 7K engagements

Research Update: Report on California Freestyle Performance For Q2, our research focus was on learning about the impact of the California Freestyle campaign. Since it had been in-market for multiple months, we’re now at a point where we can look at performance and evaluate its impact on the larger Real California Milk brand. According to the Q2 report from our research partner, DB5, California Freestyle has outperformed our two previous brand campaigns and has led to the highest level of unaided awareness for Real California Dairy since 2017. The response to our vibrant, bright, and entertaining campaign has also generated strong results in overall campaign awareness and the highest level of sponsorship association we’ve ever seen. Coming out of the Q2 research, we’re continuing to monitor month-by-month performance to see if these trends persist or if we start to see any shifts. And these results as well as future results will play a strong role in informing our approach to the 2023 brand campaign. Social Content Strategy Update In Q2 2022, we took a step back and reevaluated our social content strategy moving forward. Over the years, we expanded into more social platforms and increased the number of social content posts each month, so we wanted to take a step back to make sure our media investments are working as hard as they can for us. Through analyzing historical content performance and how our content pillars have been represented in content, we landed on a new approach of “Fewer Things. Done Better. Seen More.” With this new approach, we’re producing less content overall and putting more media investment behind fewer pieces of content to increase reach per post.

Below are the top-performing creatives in Q2: