2023 December Board Book

The research consisted of multiple phases—in-depth consumer interviews followed by a survey inclusive of message testing and a pricing conjoint study, and it was conducted with the help of an outside research agency called Hall & Partners as well as our creative agency, Deutsch LA, and our PR agency, Ketchum. Learnings will not only benefit the CMAB marketing team and advertising partners, but will be shared amongst key business stakeholders, including California dairy processors and brand partners. Search Engine Marketing In 2023, we’re continuing to focus on optimizing toward the most cost-efficient keywords, maintaining 80–90% Branded SOV, updating the campaign based on Google’s latest changes, and incorporating Spanish-language keywords and search ads. Non-brand campaigns continue to be geo-targeted to California only, while brand campaigns run nationally.

Additionally, given past success, we’re continuing to run the Dairy Mythbusting campaign while also building out small campaigns around dairy holidays throughout the year.

Lastly, to ensure we are not duplicating efforts across brands, we continue meeting with MilkPEP, DMI, and CA Milk Processor search teams several times throughout the year.

2023 Paid Search:

Impressions

Clicks

CTR

2,584,540

225,564

8.73%

Appendix Paid Social Performance: The chart below shows social metrics for evergreen content across FB/IG and Pinterest through CMAB and influencer channels, from January through September 2023.