2023 May Board Book

RealCaliforniaMilk.com We’re continuing to assess and deploy updates on the Recipes, Foodservice, Sustainability, and Health & Wellness landing pages within the English-language and Spanish-language sides of the Real California Milk website. Research Update: Sustainability Research Progress continues on a new research project in partnership with the California Dairy Research Foundation to learn more about what resonates with consumers when it comes to Sustainability, and how we can incorporate that into our own communications. We recently reviewed a slate of potential research partners and evaluated each one based on responses to our RFP and are moving closer to making a final decision so we can officially kick off research. Search Engine Marketing Search is always changing, and we must continue to change with it. In 2022 we focused on four key areas: 1) optimizing toward the most cost-efficient keywords, 2) maintaining 80%–90% branded Share of Voice, 3) updating the campaign based on Google’s latest changes— responsive and expanded text ads, as well as moving from broad match to phrase match keywords—and 4) incorporating Spanish-language keywords and search ads. Non-brand (dairy category) campaigns continue to be geo-targeted to California only, while brand campaigns (Real California Dairy specific) run nationally. One non-brand campaign of particular interest is the Dairy Mythbusting campaign, for which we lead users to our Sustainability or Health & Wellness landing pages, where they can learn the truth about dairy’s benefits.

We also meet with the MilkPEP, DMI, and CA Milk Processor search teams several times throughout the year to discuss search strategies and ensure we are not duplicating efforts.

In Q4 2022 we tested search campaigns revolving around dairy-specific national holidays (National Nacho Day and National Cookie Day) as search volume spikes around these events. We were happy to see that these holidays performed well, with National Cookie Day achieving the highest CTR of all non-brand campaigns.

In 2023 we plan to expand on the Spanish-language keywords and dairy-specific national holidays while keeping in mind our brand SOV goals.