2024 May Board Book

In partnership with Bastion Insights, CMAB has launched a “Value of the Seal” research study to refresh our understanding of the impact the RCM Seal has on the consumer purchase decision process. Additionally, this effort will explore new potential seal options that incorporate sustainability language based on our most recent sustainability research. To gather these learnings, this study will focus on: ● Determining the value to consumers of the existing RCM seal relative to other seals and other factors (e.g., price, brand) ● Understanding how a sustainability message incorporated into the RCM seal impacts consumer purchase/value of the seal ● Identifying which sustainability seal message has the strongest motivation for consumers, including the Climate Smart option Search Engine Marketing In 2024 we’ll continue to optimize toward the most cost-efficient keywords, maintaining 80%– 90% branded SOV (Share of Voice), updating the campaign based on Google’s latest changes, supporting dairy holidays and Dairy Mythbusters with relevant keywords/copy, and incorporating Spanish-language keywords and search ads. Non-brand campaigns are geo targeted to California only, while brand campaigns will run nationally. Lastly, to ensure we do not duplicate efforts across brands, we will continue to meet with MilkPEP, DMI, Dairy Council of California, and CA Milk Processor search teams several times throughout the year. Research went into field in early April and initial results will be shared in early May.

Q1 2024 Paid Search: Impressions

Clicks

CTR

556,740

49,509

8.89%

Appendix Paid Social Performance: The chart below shows social metrics for evergreen content across FB/IG and Pinterest through CMAB and influencer channels, from January through March 2024.