September 2017 Board Book

Social Media During 2017, we continue to focus on increased reach and engagements. We have achieved this by targeting our content to fans of the CMAB Facebook page, friends of our fans, and moms aged from 25-54 who are interested in food and farm content. To engage our followers, we have three main categories of content; food, farmer and PR. In Q2, we rolled out our newest social content, Monday Melt and Better with Cheese. During the second half of Q2, we will begin posting California Dairy Stories, Cooking Panda and Spot the Seal. Food: In Q2, our key initiative was Hispanic Dairy. This was promoted by posting Hispanic-inspired recipes. Three Tastemade videos were posted, which generated a total of 400K engagements. We also ran a Texas-specific campaign, which featured two Hispanic recipes and the Respect the Tortilla TV spot. This campaign over-performed compared to our average social benchmarks. This content generated a 19% engagement rate, a substantial increase above our average engagement rate of 2%. We also promoted food content around national holidays and food-specific holidays, such as National Ice Cream Day. We also started to promote new food content including Monday Melt and Better with Cheese. Although this content does not link to a specific recipe, they are still performing well. Monday Melt has generated over 80k video views to 10 seconds. In August, we began to post recipe video content from Cooking Panda. In total, there will be 15 videos around the themes of Hispanic dairy, healthy snacking, breakfast, butter and innovative ways to repurpose holiday leftovers.

Impressions: 558,462 Video Views: 325,400 Reactions/Comments/Shares: 1,461

Impressions: 492,612 Video Views: 204,830 R e actions/Comments/Shares: 826