Encouragingly, Hispanic audiences have rebounded as well, reversing earlier softness. Brand equity and opinion change both climbed meaningfully, supported by stronger resonance with Spanish-language campaign work. California Dairy continues to outperform Wisconsin across every key measure, holding a clear advantage in perceived quality, taste, and emotional connection. The Real California Milk seal remains a strong cue for trust and local pride, with awareness rebounding after last quarter’s dip and perceptions of quality and nutrition strengthening further. Trust & Reputation In Q3, we continued running the animated “Farm to Fuel” and “Water Warriors” spots in a 50/50 English and Spanish rotation. As temperatures rose, “Water Warriors” proved especially timely, driving 12.5MM video plays. We carried this momentum into our newest Trust & Reputation campaign, “Family Owned Farms.” Launched October 13 (Q4) and rooted in the belief that people trust people, this campaign shines a light on authenticity through candid, slice-of-life moments that highlight the humor, pride, and humanity of six real California dairy families: the Venemans, Kampers, Oostens, Machados, Scheenstras, and Vander Poels. It bridges our heritage and our future, blending social-first trends with genuine, trust-building moments from the farm to show that California dairy families have been “keeping it real” since 1769. Across TikTok, YouTube, Streaming Audio, Podcasts, and OOH, we created 17 English videos, 9 Spanish videos, 152 billboards, and 340 bus shelters, each designed to celebrate the real families behind the seal and strengthen consumer trust in Real California Milk.
Early reads are showing that the new Trust and Reputation work is strong and performing above historical benchmarks.
YouTube Performance Shorts outperforming historical benchmarks. View rates are landing between 16–19% (vs. 8– 15% benchmark) and CTRs between 0.13–0.22% (vs. 0.07–0.12%). On CTV, Skippable In-Stream videos are also performing efficiently, with 0:15s achieving 79– 84% Video Completion Rates (vs. 77–85%) and 0:30s achieving 85–88% (vs. 74–82%). Desktop and mobile placements are delivering above-benchmark Click Through Rates across both video lengths, indicating strong creative resonance across platforms.
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