2024 May Board Book

Our Sustainability Video Series: Upcycling Coming off the success of last Fall’s Farm to Fuel (methane digester) campaign, we are producing another in the series to educate consumers about the role dairy cows play in upcycling and sustainability. In this upcoming video, we’ll address the many environmental benefits of using upcycled agricultural material in nutrient-rich cow feed. This is set to launch in late May and will be followed shortly by a third in the series that will focus on water conservation and reuse on the farm. 2024 California Freestyle Campaign Through June, we’ll continue to expose the California Freestyle 2.0 video campaign with the top-performing music genres, Country and Reggaeton. The newest series in the campaign, California Freestyle 3.0, will launch in July 2024 during the Olympics to leverage that “cultural moment” in media and extraordinary audience ratings. The new work will air across social platforms, linear TV, streaming platforms, and YouTube. Local Promotions This summer, we will be kicking off support for the annual Summer Snacking local promotion, featuring snacks made with Real California milk and dairy products. These local promotions highlight dairy by spreading awareness and driving sales of featured dairy products while leveraging a surround sound of influencer partnerships, PR, and running digital and social content. We also are researching e-carting options to complement the promotion with a lower funnel activation in which consumers can click to add products to their cart from our media campaigns. Social Updates The CMAB social content strategy continues to focus on the core content pillars of “Food & Health” (highlighting the value of dairy: nutrition, flavor, function, monetary), “Sustainability,” and our “Brand” through organic and paid Facebook, Instagram, and Pinterest content. We have added TikTok to our owned channel mix for 2024 due to the usage by our target audience and the prominence and effectiveness of food and recipe content on the app. From January through April, we organically published original and repurposed influencer video content around Our Food & Health to build our presence on the platform. From May to June, we will launch a paid media test by amplifying the top-performing organic posts, as well as branded and trending content, to inform our paid strategy and efforts on the app.

2024 Value of the Seal Research