2023 March Board Book

Research Update: Report on California Freestyle Performance Looking at Q4 results, we continued to see strong performance and positive feedback through our key brand metrics, ending the year on a very positive note. From the latest quarterly report, we learned the following: ● This campaign continues to outperform previous campaigns, as one in five Californians recognize the campaign, link it to CA Dairy, and take away the key strategic message – more than what we saw in Day Can Wait and Enter The Golden State. ● Campaign recognition and association increased to an all-time high, despite our media shifting away from TV. ● Strategic messaging broke through with more consumers this quarter than previous quarters. ● Diving into audience subgroups, we’re seeing higher campaign recall, strategic message takeaway, campaign interest, and a higher rate of those who agree with “It reminds me of CA” among Spanish-speaking Hispanics compared to our other subgroups (CA Total, CA LB 2.0, CA Hispanic) Now that the next round of campaign work is in development, we’ll be working closely with our research partner to make any necessary updates to the brand tracker in an effort to make sure our research continues to feel valuable and actionable. Social Content Strategy Update In 2022 we implemented our new social approach of “Fewer Things. Done Better. Seen More.” By producing less social content overall and putting more media investment behind fewer pieces/platforms, we’re able to increase reach per post. Our 2022 reporting indicates that the new social strategy is not only helping increase reach per post, but (along with creative) has helped to improve CTR and ER for CMABs always-on paid social. We’ll be continuing with the “Fewer Things. Done Better. Seen More” approach in 2023. Starting out of the gate with this strategy has helped to shape the overall social budget for the year, and has allowed us to align with the strategy and creative teams to understand the number of pieces we’ll be able to support throughout the year.