2023 September Board Book

Social: Maintaining “Fewer Things. Done Better. Seen More” Throughout 2023, we’ve continued with our “Fewer Things. Done Better. Seen More” approach. With this strategy, we’ve shaped the overall social budget for the year which has allowed us to better plan and have greater visibility into the number of pieces we’ll be able to support throughout the year.

We develop our social content with our three content pillars in-mind - Our Food, Sustainability, and Brand, in addition to some PR & dairy holidays. For Our Food content, we’re continuing to lean into health and wellness as well as seasonal moments like back-to-school. We’re also looking out for opportunities to lean into any trending dairy product topics, such as new ways to use cottage cheese. Looking specifically at paid social, we promote paid social posts on Meta (Facebook/Instagram) and Pinterest. These platforms complement each other and work hard for our social strategy. Meta has the largest audience pool and helps us to achieve the most reach across our audience,

while Pinterest is the primary platform where people go to find recipes and event planning inspiration. By catering the content specific to the platforms, we have seen much success with our campaigns. We're continuing to monitor performance and learn about our audience and the types of content they prefer and are more likely to engage with. We observe where we can make optimizations, with our biggest takeaway from the past year being an overall preference for short-from video content on Instagram. RealCaliforniaMilk.com In 2023, we’re continuing to enhance the user experience by deploying timely and relevant content on both the English and Spanish sites. On the homepage, the user is shown the latest Freestyle Remix TV spots in a video carousel where the user can rotate and watch the Country, Latin Pop, and Reggaeton spots. The Recipes page continues to curate new recipes related to the latest food trends (cottage cheese and snackle boxes) and local promotions (tacos and Lent appropriate dishes). Our social media posts drive users to multiple pages on the website, where the users can learn more about Sustainability and Health and Wellness.