2023 December Board Book

Q3 Consumer Snapshot (Content from Coverage Tracker) 546 Stories/Posts

Key Insights from Results • The Excelerator press release announcing the cohort generated the highest number of stories and impressions, representing 70% of the total quantity. • Mythbusting sponsored content tapped into consumer desire for health & fitness inspiration by pro athletes, as well as targeted parents with kids playing youth sports, and helped offset dairy-free news coverage. It generated the most impressions per tactic (3.8M), not including the press release, and saw strong engagement rates, with top content outperforming the platform average at 0.51% CTR. • A new California dairy sustainability storytelling campaign launched on LinkedIn with paid amplification. • Overall, Q3 had fewer stories/posts and impressions, due to it not having a full retail campaign and fewer content activations, which will pick back up in Q4.

286M Impressions CMAB-Driven Traditional + Social + Paid + Earned

CMAB-Driven Traditional + Social + Paid + Earned

99% RCM Seal Message Percent of Total Impressions* 2% CA Dairy + Health & Wellness Percent of Total Impressions* Priority Products Percent of Impressions* Fluid Milk: 98%

Content Highlights

Top Performing Mythbusting Content Headline

Example placements:

Excelerator Release Generated the Most Stories/Impressions of the Quarter

*may exceed 100%, as a story/post can include multiple priorities/messages