FY24
END OF YEAR
ACTIVITY OVERVIEW
In 2024, Dutch Masters Cigars embarked on a transformative journey, pivoting from its previous Dutch Masters Craft Syndicate programs to a strategy that boldly embraced being Dutch-forward. This revitalized approach immersed the brand in vibrant cultural narratives while fostering deeper, more authentic connections with adult tobacco consumers (ATCs).
The
Dutch-Forward Evolution
The shift to a Dutch-forward identity was a conscious effort to highlight the brand’s unique heritage while seamlessly integrating it into modern cultural spaces. This evolution was intended to allow Dutch Masters to stand out in a competitive marketplace by staying true to its roots while resonating with contemporary audiences.
Revamped Experiential Strategy
The centerpiece of the 2024 strategy was the reimagining of Dutch Masters’ experiential engagement. By embracing high-energy, culturally connected spaces, Dutch Masters created unforgettable moments for ATCs. This approach included:
1. Nightlife Activations:
Partnering with premier nightclubs in key urban markets to host immersive brand integrations. Exclusive on-site experiences created personal, memorable interactions, including custom rolling stations and premium giveaways.
2. Festival Presence:
Strategically activating music and cultural festivals that align with the lifestyle and values of the target audience.
Dutch Masters lounges offered festivalgoers a unique space to unwind while experiencing the brand in a relaxed, premium setting.
3. Culturally Relevant Pop-Ups:
Collaborating with influential artists and creators for pop-up events that fused music, art, and lifestyle, reinforcing Dutch Masters’ connection to popular culture.
1:1 Consumer Engagement
By prioritizing face-to-face interactions, Dutch Masters fostered meaningful relationships with ATCs, building brand loyalty in a way that digital campaigns alone could not achieve. These engagements emphasized authenticity, with brand ambassadors trained to tell the Dutch Masters’ story while meeting ATCs where they naturally gather.
Key Highlights and Success Metrics
• Increased Brand Awareness: Dutch Masters achieved significant growth in brand recall through its presence in high-impact spaces.
• Enhanced Cultural Relevance: Partnerships with trendsetting venues and events elevated Dutch Masters’ status as a culturally attuned brand.
• Improved Consumer Perception: Feedback indicated that ATCs valued the brand’s commitment to authenticity and its efforts to provide premium, memorable experiences.
Looking Ahead
This Dutch-forward strategy laid a solid foundation for the brand’s future growth. Building on the momentum of 2024, Dutch Masters plans to expand its footprint into additional culturally connected spaces while prioritizing the 1:1 consumer engagement model in the retail space, allowing the brand to inform and educate ATCs right at the point of sale.
On social, the brand will continue to deliver curated content that speaks to its innovation and cultural connectivity.
SOCIAL:
DUTCH INSTAGRAM
MERCH GIVEAWAYS COLLABORATIVE POSTS
FY24 EVENT SCHEDULE
DECEMBER
FEBRUARY
APRIL
JUNE
JULY
FY24 STRATEGIC LEARNINGS AND FY25 FORWARD STRATEGY
Priority on ATC Awareness Building:
Differentiation in a Competitive Market:
FY24 marked a pivotal year where Dutch Masters leveraged the success of 1:1 consumer engagement from experiential marketing to inform retail strategies. The brand’s activations served as platforms for awareness, creating informed and empowered ATCs at the point of sale. In FY25, the focus will shift toward expanding this proven model in retail environments, aiming to bridge experiential success with retail impact.
In an industry saturated with aspirational luxury and value propositions, Dutch Masters carved out a unique middle ground—a premium yet accessible product that resonates deeply with its core demographic. By balancing tradition and innovation, the brand remained a cultural staple while elevating its perceived value. Moving forward, the brand will invest in activations that maintain this balance, prioritizing highly visible General Admission areas and events with regional or nightlife appeal, ensuring resonance with diverse audiences.
Social Channels as Storytelling Tools:
Enhanced Experiential Activations:
Balancing Equity with Sales:
FY24’s test-and-learn approach to social content allowed Dutch Masters to refine its digital narrative, successfully merging product education with cultural storytelling. Merch giveaways and influencer partnerships underscored the brand’s identity as both aspirational and relatable. In FY25, Dutch Masters will amplify these efforts, integrating collaborations with artists, musicians, and cultural influencers to elevate its quality narrative and solidify its position as a cultural icon.
General Admission activations proved essential in fostering meaningful ATC engagement. By creating inclusive, visually impactful environments, Dutch Masters established itself as a leader in cultural relevance and emotional brand connections. In FY25, the focus will be on scaling these immersive experiences while maintaining their high-impact appeal.
A dual-pronged strategy that prioritized brand equity alongside measurable product trial outcomes emerged as a cornerstone of sustainable growth. While FY24 activations built long-term loyalty, targeted trials directly impacted sales conversions. This equilibrium will continue to guide the brand’s strategy in FY25, ensuring Dutch Masters remains both culturally impactful and commercially successful.
SMALL EVENTS
SMALL EVENTS - EVENTS KPI
1,082,690 46,635
DUTCH X REVEL
The Dutch x REVEL ATL series of four activations took place on April 27th, May 28th, June 15th, and July 20th, blending Dutch Masters’ premium experience with Atlanta’s nightlife. Each event, held at the upscale Revel nightclub in West Midtown, offered immersive elements such as a digital selfie mirror, branded merchandise, and a Dutch-themed VIP section, creating engaging touchpoints for attendees and reinforcing the brand’s visibility.
Signature elements, including branded ashtrays, customized menus, and the exclusive Dutch-inspired hookah flavor “Blue Dream Fusion,” enhanced the guest experience. The final activation on July 20th, “The Greatest Show on Earth,” was the peak of the series, attracting 520 attendees, including 60 adult tobacco consumers (ATCs). This event demonstrated Dutch Masters’ ability to draw and engage a diverse audience within an adult-only framework.
Each activation adapted to the vibrant club atmosphere, with Dutch Masters adjusting elements to optimize engagement. The “Party with Dutch” campaign included an onsite social media manager who captured user-generated content (UGC), expanding the brand’s digital footprint and driving post-event engagement. This recap highlights Dutch Masters’ successful integration into Atlanta’s nightlife through strategic activations, establishing Revel ATL as a prime location for brand visibility and positioning Dutch Masters as a relevant, premium choice for the nightlife audience.
DIGITAL NETWORK: SOCIAL ENGAGEMENTS:
15,653
231,979
DUTCH X CANNABIS AND MOVIES
The Dutch x Cannabis and Movies series offered a unique blend of entertainment and brand engagement, held on May 12th, June 23rd, July 14th, and August 11th at the private, 21+ Beverly Room in Los Angeles. Each event was designed to create an inviting atmosphere with comfortable couches, ambient lighting, and a state-of-the-art screen, catering to cannabis enthusiasts and movie lovers in an intimate setting. Guests enjoyed a premium experience featuring movie-themed areas, branded concession stands, and photo backdrops, with qualified attendees receiving Dutch merchandise as tokens of appreciation.
Throughout the series, Dutch ensured brand visibility with illuminated shadow boxes, branded popcorn containers, rolling trays, and themed decor, including Dutch-branded pillows and blankets for added comfort. Product trials and merchandise giveaways were strategically organized an hour before each screening to maximize interaction and enhance the guest experience. However, the series faced challenges with low turnout and subdued energy across events, despite the thoughtful setup and engaging brand presence. While the concept of merging cannabis culture with film screenings appealed to a niche audience, it did not generate the anticipated excitement or foot traffic. After assessing the series’ overall performance, both Dutch and the client agreed that while the concept has potential, it may not align with their strategic objectives for next year. The experience underscored the importance of connecting with dynamic, cross-interest audiences, prompting a re-evaluation of future event formats and engagement strategies for Dutch Masters.
SOCIAL ENGAGEMENTS: 14,483 54,627
DIGITAL NETWORK:
DUTCH X DOO WOP
The Dutch x Doo-Wop series in Miami represented a strategic effort to engage adult tobacco consumers (ATCs) through culturally resonant events. Spanning four dates—May 25th, July 6th, August 30th, and a final event scheduled for December 7th in FY25— the series brought Dutch Masters to Miami’s vibrant nightlife. Each activation aimed to connect with attendees through dynamic, branded touchpoints, including a tobacco cart, Dutch wall photo moments, and exclusive merchandise.
The August 30th activation maintained consistency with branded elements and product trials, but struggled to achieve the digital engagement Dutch sought, with limited social media activity following the event. Similarly, while attendance was strong on May 25th, the series as a whole indicated a need for improved post-event content sharing and digital engagement strategies to amplify Dutch’s presence beyond the physical space.
In review, the Dutch x Doo-Wop series successfully provided ATCs with immersive brand experiences, strengthening Dutch’s connection to Miami’s nightlife. However, it also highlighted areas for improvement, particularly in boosting online engagement and creating a lasting digital footprint. The final event in December will incorporate these insights, with plans to refine engagement tactics and better align with audience expectations for an impactful close to the series.
DIGITAL NETWORK: SOCIAL ENGAGEMENTS: 13,623 247,273
MEDIUM EVENTS
19,221,397 536,002
SCOTTY ATL EVENT OVERVIEW
In February, Dutch Masters partnered with Scotty ATL for an event at his Edgewood store that celebrated hip-hop culture, community, and individuality. The event featured customizable Grillz, allowing attendees to create unique keepsakes that embodied creativity and self-expression. Guests also enjoyed light bites and drinks served in Dutch Masters-branded cups, adding a cohesive brand touch to the experience.
The event created a space where attendees could connect with Scotty ATL’s music and brand while exploring Dutch Masters’ products, which were available for purchase on-site. This integration of artistry, community, and commerce emphasized Dutch Masters’ commitment to supporting local talent and cultural authenticity.
The activation received positive feedback for its intimate setting and engaging elements, reinforcing Dutch Masters’ position as a brand rooted in urban culture and creativity. By partnering with Scotty ATL, Dutch Masters strengthened its connection to the Atlanta community and its key audience.
DIGITAL NETWORK: SOCIAL ENGAGEMENTS:
9,867
1,883,589
ROOTS PICNIC OVERVIEW
The Roots Picnic returned to Fairmount Park in Philadelphia on June 1-2, 2024, bringing two days of music, art, and culture. Hosted by the legendary Roots crew, the festival featured three stages showcasing an impressive lineup, including Jill Scott, Lil Wayne, Wale, Nas, Smino, Babyface, Fantasia, and more.
The event celebrated culture and art with live performances, installations, and community engagement opportunities. Dutch Masters strategically connected with festival-goers through a 20x20 branded “Dutch Masters Bodega” space. The activation featured a customizable merch stop offering keepsakes like towels, bags, and candy, alongside airbrushed tanks, and crop tops. Attendees could interact with the space’s airbrush artists for personalized items or capture memories at a branded photo moment.
With over 30,000 festival attendees, Dutch Masters reached more than 1,000 ATCs who actively engaged with the activation, reinforcing the brand’s connection to music, art, and community in a culturally resonant way.
LARGE EVENTS
100,000
555,957 17,064
DUTCH X ART BASEL EVENT
Dutch
Masters at Art Basel | December 6-8, 2023
Dutch Masters elevated its presence at Art Basel with two distinct activations: the Museum of Graffiti Anniversary Gala and the Artlanta Experience – Black Tie Edition. Together, these events celebrated Dutch Masters’ dedication to art, culture, and community, drawing over 2,000 attendees across the weekend.
Museum of Graffiti Anniversary Gala
(December 6)
Partnering with the Museum of Graffiti for its 4th Anniversary Gala, Dutch Masters honored graffiti as a cornerstone of Hip-Hop culture. The event featured live graffiti tagging by Craft Syndicate artist Alan Berman, personalized merchandise, and prominent stage branding. Attendees experienced live performances by DJ Illset, DJ Laz, Trick Daddy, and Trina, alongside immersive exhibits highlighting the art form’s history and cultural impact. Dutch Masters’ activation solidified its connection to Miami’s cultural roots while celebrating creativity and innovation.
Artlanta
Experience – Black Tie Edition (December 8)
Dutch Masters collaborated with Craft Syndicate artist Artlanta to host the Artlanta Experience – Black Tie Edition, blending luxury and artistic expression. The event featured Artlanta’s signature painting techniques, customized vehicles, live DJ performances, and interactive sculptures. Guests were immersed in Artlanta’s creative journey, gaining insight into his artistic process, and connecting with the brand through a carefully curated experience. Together, these activations positioned Dutch Masters as a cultural leader, reinforcing its legacy through meaningful artistic and community-focused engagements.
DIGITAL NETWORK: SOCIAL ENGAGEMENTS:
19,866
548,811
DUTCH X NATIONAL CANNABIS FESTIVAL
Dutch by Dutch Masters collaborated with the National Cannabis Festival in Washington DC on April 19th-20th, enriching the event’s celebration of cannabis culture at RFK Stadium. The two-day extravaganza featured international headliners, advocacy initiatives, and a bustling exhibitor fair.
Dutch provided an elevated experience with 16 CannaCabanas and a Cannabana viewing area adorned with branding. In the VIP enclave, a 20 x 20 activation area offered product trials, photo ops, and merch giveaways. Brand ambassadors guided guests to the immersive Dutch Corner, housing a Bodega shop and Mr. Dee’s Smoking lounge. Nightly soirees with Dutch branding capped off the experience.
The approach aimed to integrate Dutch by Dutch Masters into the festival while maximizing brand exposure. Dutch dominated the VIP section, serving 900 festival-goers aged 21 and above. The Dutch Corner offered merchandise selection, product trials, and a smoking lounge for ATCs to relaxation and enjoy Dutch product offerings. Branded VIP cannabannas and stand-up tables provided optimal views of performances, stocked with assorted goodies for added enjoyment.
Overall, Dutch by Dutch Masters’ brand presence received substantial positive feedback at the National Cannabis Festival.
DIGITAL NETWORK: SOCIAL ENGAGEMENTS: 74
7,146
SOCIAL MEDIA
FY24 REACH AND ENGAGEMENT
This year, our Digital Network reached an impressive 22.3 million, with 601,321 interactions across all platforms.
By analyzing performance and engaging thoughtfully, we identified the content that resonated most. Product posts features with ATCs and brand ambassadors, and promotional giveaways fostered meaningful interactions.
Our use of engagement widgets, CTAs, and ATC tagging helped us create authentic connections, boosting participation and strengthening our community.
As we move forward, we’re excited to explore innovative strategies to expand our reach, increase engagement, and build even deeper connections with our audience.
FY24 FOLLOWERS
This year, the Dutch handle saw steady growth, with followers rising from 81,500 to 84,814. Despite a slow start, the past four months demonstrated consistent momentum, culminating in a strong finish to the year.
This success was driven by initiatives to improve accessibility and engagement. The addition of social QR codes on the product packaging broadened reach and improved discoverability, while updates to the handle streamlined tagging and enhanced brand visibility.
Our vibrant, resourceful content has kept followers engaged and returning, establishing the handle as a lively, informative destination. This upward trajectory has positioned Dutch Masters for continued growth, setting the stage for an even stronger performance in the coming year.
93 84.8K dutch_cigars
2,155
FY24 CONTENT PERFORMANCE
At the start of FY24, we focused on refining our social strategy, experimenting with various content styles and approaches. As we navigated early events, we observed what resonated most with our audience, quickly adapting to align our content with their interests. By midyear, we had established a consistent rhythm, integrating LTO sneak peeks, shout-outs to brand enthusiasts, and targeted strategies to keep followers engaged.
The increase in overall social engagement can be attributed to the integration of cultural influence beyond event-based interactions. By leveraging organic engagement from users posting about the brand on their own stories and pages, as well as contributions from brand enthusiasts, we extended our reach and built meaningful connections. This authentic engagement, combined with event-specific metrics, underscores the brand’s ability to resonate with audiences in culturally relevant ways.
To maintain a professional brand presence, we prioritized repurposing high-quality assets from events and partners over less impactful user-generated content. This approach delivered a polished, cohesive look, reinforcing our social channels as trusted sources for product information and updates. Content directly referencing our products achieved the strongest interaction, underscoring our role as a resource hub.
Looking ahead to FY25, we’ve developed a structured content plan outlining key theme, product releases, and priorities. This roadmap ensures proactive content capture, enabling us to connect with our audience through timely, impactful posts year-round. With this focused strategy, we are well-positioned to strengthen our brand’s relationship with followers and continue building a trusted, valuable resource on social.
FY24 TOP PERFORMING POSTS
APPENDIX: MONTHLY REPORTS
FY 24 APRIL ACTIVITY OVERVIEW
In FY24, Dutch Masters strategically positions Dutch as the lead brand in the family, encouraging brand enthusiasts to pursue their life’s passions through self-expression, product integrations, and digital engagement at strategic events. Dutch Masters’ strategic approach embodies experiential excellence, championing inclusivity and authenticity the Dutch way. This involves shifting its event platform towards a brand-forward model and solidifying its presence in key markets such as Atlanta, Los Angeles, Miami, and Philly, while integrating social media for greater amplified engagement.
This collaboration promises fresh connections, enabling immersive brand experiences, and positioning Dutch Masters as a narrative leader. Our Strategy in Action unfolds through:
• Experiential Excellence: In every event, regardless of size, each interaction Is meticulously crafted to create a lasting impression and to excel in content capture, ensuring every moment is captured authentically.
• Social Media Management: The social media integration encompasses everything from planning content calendars to analyzing brand sentiment, fostering engagement and comprehension.
• Programming Performance: The focus on programming performance revolves around social media engagement, driving active participation and facilitating meaningful dialogue. Additionally, by driving event attendance and product trials, Dutch can nurture connections and foster brand loyalty.
amongst ATCs and these efforts will support Dutch Masters’ mission.
DECEMBER 2023
S Artlanta Content Shoot Art Basel
FEBRUARY 2024
M Dutch Masters Leaf X Scotty ATL
APRIL 2024
- The Greatest Show on Earth - 1
MAY 2024
Urban-1 S Cannabis & Movies Club - 1 S
JUNE 2024
- The Greatest Show on Earth - 2 S
- The Greatest Show on Earth - 3 S M Roots Picnic 1 & 2
Urban-2 S Cannabis & Movies Club - 2 S
JULY 2024 Cannabis & Movies Club - 3 S
AUGUST 2024
& Movies Club - 4 S
SMALL EVENTS
SMALL EVENTS
S
SMALL EVENTS - EVENTS KPI
Event Category
Small Events SOW # of Events # of April Events (Executed) # of YTD Events (planned & executed)
of Remaining Events
On April 27th, Dutch partnered with “The Greatest Show on Earth” hosted at Revel, an Atlanta venue known for attracting a vibrant, youthful crowd. Attendees ranged from 23-29, and we were made up of emerging and aspirational ATCs, including newly drafted NFL players, NBA players, and artists, including Flo Rida. Dutch aimed to enhance the club’s event by providing a premium smoking experience through brand integrations and paid trial.
The high-energy, exclusive club was sold out, giving Dutch a unique opportunity to establish its brand presence with a dedicated branded VIP space, a branded photo opportunity, merchandise giveaways, and a paid trial solution. Despite expectations, consumer engagement fell short, indicating a gap between anticipated and actual participation levels. However, the event successfully attracted Dutch’s ideal audience, fostering an environment conducive for brand engagement.
To address these challenges, Dutch plans to strategically relocate the photo moment, enhance branding elements on LED screens, integrate branding in VIP sections with ashtrays and rolling trays, increase brand ambassador interaction, and refine product placement and trial strategies. These measures aim to boost consumer engagement, drive sales, and elevate brand awareness at future events, building upon successes and lessons learned.
LARGE EVENTS
LARGE EVENTS
LARGE EVENTS - EVENTS KPI
Event Category
Large Events SOW # of Events # of April Events (Executed) # of YTD Events (planned & executed)
# of Remaining Events 2 1 2 0
Social KPI
SOCIAL MEDIA
81,552 FOLLOWERS vs. Mar 31
527 UNFOLLOWS
317 FOLLOWS
KEY LEARNINGS & TAKEAWAYS
POSITIVE
The overall sentiment of the brand is positive.
Including brand enthusiasts who share our content and use engagement widgets on posts and stories has increased Dutch Masters’ follower engagement, which helps drive authentic social activity.
Utilizing caption copy that prompts engagement has also resulted in positive activity within the comment section.
AREAS OF OPPORTUNITY
Dutch’s April events emphasized the importance of interactive branding to effectively engage the brand’s target demographic. To enhance participation, strategic adjustments in brand placement and ambassador interaction are essential. Additionally, to increase social engagement we are continuing to explore ways to make content even more engaging to garner increased impressions and amplified reach.
brand
Deepening our grassroots strategic partnerships with brand enthusiasts who adore Dutch Masters would help publicly bolster the already existing affection for the brand. This could involve more user-generated content (UGC) engagement initiated and led by the brand, distributing more merchandise as rewards for engagement, and creating more opportunities to highlight, support, and collaborate with brand enthusiasts.
CULTURAL INFLUENCE
Dutch Masters’ Instagram continues to maintain approach. This approach is instrumental in fostering brand visibility, expanding our reach, and earning media recognition. It is a testament to our
FY 24 MAY ACTIVITY OVERVIEW
In FY24, Dutch Masters strategically positions Dutch as the lead brand in the family, encouraging brand enthusiasts to pursue their life’s passions through self-expression, product integrations, and digital engagement at strategic events. Dutch Masters’ strategic approach embodies experiential excellence, championing inclusivity and authenticity the Dutch way. This involves shifting its event platform towards a brand-forward model and solidifying its presence in key markets such as Atlanta, Los Angeles, Miami, and Philly, while integrating social media for greater amplified engagement.
This collaboration promises fresh connections, enabling immersive brand experiences, and positioning Dutch Masters as a narrative leader. Our Strategy in Action unfolds through:
•Experiential Excellence: In every event, regardless of size, each interaction is meticulously crafted to create a lasting impression and to excel in content capture, ensuring every moment is captured authentically.
•Social Media Management: The social media integration encompasses everything from planning content calendars to analyzing brand sentiment, fostering engagement and comprehension.
•Programming Performance: The focus on programming performance revolves around social media engagement, driving active participation and facilitating meaningful dialogue. Additionally, by driving event attendance and product trials, Dutch can nurture connections and foster brand loyalty.
Dutch Masters is dedicated to building brand affinity amongst ATCs and these efforts will support Dutch Masters’ mission.
DECEMBER 2023
S Artlanta Content Shoot Art Basel
FEBRUARY 2024
M Dutch Masters Leaf X Scotty ATL
APRIL 2024 Revel - The Greatest Show on Earth - 1
Cannabis Festival S L
MAY 2024 The Urban-1 S
Cannabis & Movies Club - 1 S Revel - The Greatest Show on Earth - 2 S
JUNE 2024 Revel - The Greatest Show on Earth - 3 S M Roots Picnic 1 & 2 The Urban-2 S
Cannabis & Movies Club - 2 S
JULY 2024
Cannabis & Movies Club - 3 S Revel - The Greatest Show on Earth - 4 S
AUGUST 2024 Cannabis & Movies Club - 4 S The Urban-4 S
Urban-3 S
SMALL EVENTS
Event Category
Small Events
SMALL EVENTS - EVENTS KPI
SOW # of Events
# of YTD Events (Planned and Executed) YTD # of Remaining Events 13 3 130
# of MAY Events (Executed)
OnMay12th,2024,theDutchXCannabisandMovieseventdebutedatthe BeverlyRoominLosAngeles,aprivate,21+cannabis-friendlyvenue.Withdoors openingat4:00PMandshowingsat5:00PMand8:00PM,theeventfeatured comfortablecouches,ambientlighting,andastate-of-the-artscreen,creating anidealenvironmentforrelaxationandsocialization.Dutchaimedtofoster connectionsamongattendeesbyprovidingapremiumsmokingexperiencein amovie-themedarea.Guestswerewelcomedatabrandedconcessionstand, receivedkeepsakes,andcapturedmemoriesatthe20X80photobackdrop. QualifiedattendeesalsoreceivedDutchmerchandiseastokensofappreciation.
Keysuccessesincludedactiveparticipationinproducttrialsandpositive receptionofbrandedmerchandiseunderscoringstrongcommunitytiesand brandloyalty.
However,theevent,heldonMother’sDay,sawlower-than-expectedattendance withonly30ConsumerEngagements(CEs)captured.Thishighlightedtheneed forbetterconversionofbrandinteractionsandenhancedsocialengagement.
Improvementplansincludeadditionalfrontbranding,shadowboxestomimic movieposters,logosonscreensbeforeandaftershowings,andincorporating hashtagsandInstagramhandlesintosignage.Implementingthesechanges canboostconsumerengagementandelevatebrandawarenessatfuture events.
Dutch Masters curated a brand presence at the Greatest Show on Earth, a recurring party hosted at Revel ATL, with successful events already executed in April and May, and additional events planned for June and July. Revel, is an upscale luxury entertainment venue in West Midtown Atlanta, served as the backdrop for these thrilling events designed to amplify moments of joy and excitement for ATCs.
With a key focus on the event held on May 18th, the partnership placed Dutch Masters at the heart of bringing like-minded people together to celebrate life and their passions. Two branded spaces were curated in Revel’s nightclub, infusing nightlife culture with the premium Dutch smoking experience. Dutch Masters also partnered with the venue to run a special hookah promotion, allowing the venue to conduct additional paid trials to enhance the experience. Qualified ATCs were welcomed into the first branded space in the lobby to take photos with a digital selfie mirror, participate in direct paid product trials, and receive keepsakes.
Following the initial event, Dutch strategically relocated the photo moment, integrated branding in VIP sections, increased brand ambassador interaction, and refined product placement strategies, successfully boosting engagement, sales, and brand awareness at subsequent events.
Digital Network
68,329 Engagement
5,200
OnMay25th,DutchcollaboratedwithTheHeadlinerGrouptohostDooWop,alivelydaypartyatTheUrbaninMiami’sWynwoodarea, attractingavibrantcrowdaged21-45.Theaudienceincludedemerging andaspirationalATCs,suchasNFLandNBAplayers,andartistslike TeyanaTaylorandLolaBrooks.Dutchintegratedapremiumsmoking experience,featuringbrandactivationsandpaidtrials,enhancingthe event.ThisoutdoorclubeventsolidifiedDutch’sbrandpresencewith highlightslikeadedicatedVIParea,merchandisegiveaways,digital signage,andtailoredproducttrials.
TheDutchbrandwasprominentlyvisiblewithaneye-catching activationarea,merchandisetable,andamemorablebranded installationforphotos.Attendeesenjoyedbrandedpillowsandproduct trialsfromatobaccocart.TheDutchbrandtakeoversolidifiedTheUrban asanexceptionalvenueforengagements,thankstoitsimpressive atmosphereandenthusiasticattendees.
Digital Network
50,980 En 1,5 gagem 30 ent
POSITIVE
The overall sentiment of the brand is positive.
Including brand enthusiasts who share our content and use engagement widgets on posts and stories has increased Dutch Masters’ follower engagement, which helps drive authentic social activity.
Utilizing caption copy that prompts engagement has also resulted in positive activity within the comment section.
SOCIAL MEDIA
SOCIAL MEDIA FOLLOWERS
The Dutch Instagram account has had an explosive amount of follower engagement despite the decline in follower count.
Our previously proposed solution to connect more with our followers through widget engagement and reposting their responses has increased follower engagement. We will continue to present and implement strategic content ideas that keep our followers engaged and increase our reach and visibility.
Despite a temporary follower dip, the Dutch Masters’ Instagram platform has demonstrated its resilience by maintaining a robust following of 81.3k. Although we have seen a slight increase in female followers to 31.2%, our male followers still dominate at 68.7%. The age group of 21-45, constituting approximately 85% of our followers, continues to be our primary audience.
Geographically, New York continues to lead the follower count in May, with Los Angeles and Houston following suit, painting a promising picture for our future growth.
81,356
505
SOCIAL MEDIA REACH & ENGAGEMENT
The Dutch Masters’ Instagram account experienced an increase in follower reach and a consistent level of engagement.
This month, we reached 19,585 accounts. Our non-followers’ reach increased by 877%! In addition, our profile activity, profile visits, and external ink taps all increased significantly. This can be attributed to our UGC content as well as collaboration posts. This also contributed to our increase in women’s reach, with women dominating our reach for the first time.
This month, the brand experienced a 410% increase in our account’s engagement in non-follower reach and a 1.1% increase in follower engagement.
This month, we saw an 81.1% increase in reel and story interactions largely attributed to our Revel reels. In stories, followers have been responding to Q&A widgets, and we have been reposting their answers. This has generated a 200% increase in story activity and visibility.
Due to our anticipated presence at Roots Picnic, Philadelphia led as the top city to engage with our account this month.
1,032
KEY LEARNINGS & TAKEAWAYS
CULTURAL INFLUENCE
Dutch Masters’ Instagram continues to maintain its cultural influence through a strategic content approach. This approach is instrumental in fostering brand visibility, expanding our reach, and earning media recognition. It is a testament to our commitment to staying relevant and influential in the digital landscape.
We increased our social reach by collaborating with people and pages that support our brand. By connecting with, featuring, and tagging brand enthusiasts who enjoy representing the brand, and have a genuine love for Dutch, we continue to have a positive cultural influence.
We continued to build on top of what we learned last month and feature brand enthusiasts. They, along with their friends, were happy to be on Dutch Masters’ social media and commented, shared, and reposted their reel on their page and story, which boosted visibility and engagement.
We also continue to lean into connecting with our followers through Story Q&A widgets and captions. We spoke directly to our followers and received a large number of responses. By asking questions like “Where should we pull up next?”, “When’s the last time you smoked?” and “Should we do a giveaway?” we received a positive influx of responses and comments from followers.
FY 24 JUNE ACTIVITY OVERVIEW
In FY24, Dutch Masters strategically positions Dutch as the lead brand in the family, encouraging brand enthusiasts to pursue their life’s passions through self-expression, product integrations, and digital engagement at strategic events. Dutch Masters’ strategic approach embodies experiential excellence, championing inclusivity and authenticity the Dutch way. This involves shifting its event platform towards a brand-forward model and solidifying its presence in key markets such as Atlanta, Los Angeles, Miami, and Philly, while integrating social media for greater amplified engagement.
This collaboration promises fresh connections, enabling immersive brand experiences, and positioning Dutch Masters as a narrative leader. Our Strategy in Action unfolds through:
• Experiential Excellence: In every event, regardless of size, each interaction is meticulously crafted to create a lasting impression and to excel in content capture, ensuring every moment is captured authentically.
• Social Media Management: The social media integration encompasses everything from planning content calendars to analyzing brand sentiment, fostering engagement and comprehension.
• Programming Performance: The focus on programming performance revolves around social media engagement, driving active participation and facilitating meaningful dialogue. Additionally, by driving event attendance and product trials, Dutch can nurture connections and foster brand loyalty.
Dutch Masters is dedicated to building brand affinity amongst ATCs and these efforts will support Dutch Masters’ mission.
Digital Network for June:
17,395,544
Social Engagements for June:
532,042
SCHEDULE
DECEMBER 2023
L S Artlanta Content Shoot Art Basel
FEBRUARY 2024
M Dutch Masters Leaf X Scotty ATL
APRIL 2024 Revel - The Greatest Show on Earth - 1
Cannabis Festival S L
MAY 2024
The Urban-1 S Cannabis & Movies Club - 1 S Revel - The Greatest Show on Earth - 2 S
JUNE 2024
Revel - The Greatest Show on Earth - 3 S M Roots Picnic 1 & 2
JULY 2024
Cannabis & Movies Club - 2 S
Cannabis & Movies Club - 3 S Revel - The Greatest Show on Earth - 4 S The Urban-2 S
AUGUST 2024
Cannabis & Movies Club - 4 S The Urban-4 S
The Urban-3 S
SEPTEMBER 2024
SMALL EVENTS
Event Category
Small Events
SMALL EVENTS - EVENTS KPI
SOW # of Events # of June Events (Executed) # of YTD Events (Planned and Executed) YTD # of Remaining Events 13 2 13 0 Social
On June 15th, 2024, returning for the third part in a fourpart activation, Dutch had a brand presence at Revel and successfully boosted consumer engagement, driving sales, and elevating brand awareness. The attendees, primarily aged 23-29, included ATCs, artists, producers, and performers from Atlanta’s underground music scene. Dutch aimed to enhance the event by providing a premium smoking experience through brand integrations and paid trials.
Dutch dominated the lobby space, catering to club attendees aged 21 and above. Guests enjoyed interactive photo booths, branded merchandise, and paid product trials. Dutch’s presence extended throughout the venue with branded ashtrays, menus, and a VIP section featuring branded elements. The comprehensive approach, including a Dutch-inspired hookah and co-branded menus, significantly boosted product engagement and sales.
Digital Network
44,161 Engagement
2,449
On June 23rd, 2024, the Dutch X Cannabis and Movies event returned to the Beverly Room in Los Angeles, a private, 21+ cannabis-friendly venue. A special triple header featured showings at 6 pm, 9 pm, and 12 am. The venue featured comfortable couches, ambient lighting, and a state-of-theart screen, creating an ideal environment for relaxation and socialization.
Dutch showcased its dedication to fostering connections among attendees by providing a premium smoking experience in movie-themed areas. Guests were welcomed at a branded concession stand, received keepsakes, and captured memories at a photo backdrop. Qualified attendees also received Dutch merchandise.
Prominent brand exposure was ensured throughout various areas. Illuminated shadow boxes with Dutch-branded posters greeted guests at the entrance. An hour before each screening, qualified ATCs engaged in product trials and received branded popcorn containers, T-shirts, lighters, trays, and hats. Each couch had two branded pillows, a rolling tray, and Dutch-branded blankets, with a 20x80 backdrop offering an excellent photo opportunity.
Digital
Network 13,605 Engagement
6,214
MEDIUM EVENTS
Event Category
Medium Events
MEDIUM EVENTS - EVENTS KPI
SOW # of Events # of June Events (Executed) # of YTD Events (Planned and Executed) YTD # of Remaining Events 3 2 3 0
Social KPI
On June 1-2, The Roots Picnic returned to The Mann in Fairmount Park for two days of music, art, and culture. Brought to life by The Legendary Roots Crew, this festival promised an immersive experience with three stages celebrating music and community in the heart of Philadelphia.
The festival included performances by Grammy Award-winning artist Lil Wayne, who shared the stage with The Roots and special guests Lloyd, PJ Morton, and Trombone Shorty. Adding to the star power was Philadelphia’s own Jill Scott, who co-headlined and brought her signature spirit, style, and soul to her hometown.
The additional stages featured an eclectic lineup spanning generations and genres, catering to a diverse audience.
The brand created an interactive 20x20 brand-focused footprint, that engaged over 1100 ATCs and garnered over 500,000 digital impressions, adding a unique and valuable element to the festival experience.
The age-gated “Dutch Masters Bodega” was highly designed and served as both a bodega and a customizable merchandise shop. Qualified ATCs were gifted their choice of Dutch-branded shirts and had the opportunity to have them airbrushed by Philadelphia-based artists Top Dog Airbrush.
The collaboration with Top Dog was special and an opportunity to align with local popular culture, given their notoriety for custom art, merchandise, and collaborations with artists such as Ruff Ryders. The artists took their time over the two-day activation and tailored each design to the uniqueness of each ATC.
The overall experience authentically integrated the brand’s efforts to engage ATCs in a fun-filled, high-energy environment. The activation strategy allowed the brand to continue seeding lifestyle elements, including music, art, and celebrations of good times, helping to amplify the brand’s cultural relevance.
Digital Network
17,337,788
526,135 Engagement
POSITIVE
The brand’s overall sentiment is positive. Incorporating brand enthusiasts who share our content and utilize engagement widgets on posts and stories has boosted Dutch Masters’ follower engagement, fostering authentic social interactions. Additionally, using caption copy that encourages engagement has led to increased positive activity within the comment sections.
The introduction of the new summer LTOs, Sunset Dream and Tropical Fusion, has further aided in these boosts. Their dynamic packaging aligns perfectly with the summer months, capturing the seasonal vibe and attracting additional attention and engagement.
We also changed our Instagram handle from @Dutchmasters_since1912 to @Dutch_cigars to make it easier to find and type out, further improving our accessibility and engagement on social media.
SOCIAL MEDIA
JUNE
SOCIAL MEDIA FOLLOWERS
The Dutch Masters’ Instagram account has seen an increase in follower count.
It is important to note that although our followers’ reach and engagement age range reflects an increase in younger ATCs, the follower age remained essentially the same. That tells us that while ATCs in their early 20’s are the ones engaging, ATCs in their late 20’s, 30’s, and early 40’s are still following us. The age group of 21-45, constituting approximately 85% of our followers, continues to be our primary audience.
By creating more engaging content and implementing strategic content ideas that keep our followers engaged, we have created a community for our followers.
A key learning is that followers are interested in the social page serving as a resource hub for how they can receive merch, a trusted source on product drops, and insight on events and collaborations. We have seen a consistent return from collaborations with followers who love Dutch, vendors, and other social pages with a large following. We will continue to present and implement strategic content ideas that keep our followers engaged and increase our reach and visibility.
We saw a slight increase of 0.2% in female followers, but males continue to dominate, representing 68.5% of our followers. Geographically, New York continues to lead the follower count in June, with Los Angeles and Houston following suit, painting a promising picture for our future growth.
82,096 FOLLOWERS vs. May 31
481
UNFOLLOWS
1,083
SOCIAL MEDIA REACH & ENGAGEMENT
This month, we reached 16,184 accounts. Our followers’ reach increased by 84.9%! Our profile activity experienced a massive 583% increase, along with profile visits (+567%), and external link taps (+942%) significantly increasing as well. While 25–34-year-olds still lead as our top age range in reach and engagement, the 21–24-yearold range increased by 8%. We saw a significant increase in reach among men (+13%), compared to the reach of women which was higher last month. These positive metrics are a testament to the work we’ve been doing throughout the program year, indicating that our efforts are beginning to yield the desired results.
This month we saw a major increase in our account’s engagement for both followers (+172%) and non-followers (+73.6%) compared to last month where we only saw an increase in non-followers due to our shared post with Roots. There was a 186% increase in content interactions which can be attributed to our creative content approach and strategic engagement efforts (giveaway posts, collaborations, LTO sneak-peak “guess the name”).
This month, we saw a significant 410% increase in reel video interactions! Both of our collaboration reels (giveaway and event teaser) reached the most people, and our creative reels featuring ATCs from events all acquired over 1,000 views. Overall, we are seeing our work from throughout the program year starting to yield desired results. Overall, we are seeing our work throughout the program year starting to yield the desired results.
New York leads as the top city reached.
2,343
PERFORMING POST
KEY LEARNINGS & TAKEAWAYS
CULTURAL INFLUENCE
Dutch Masters’ Instagram continues to wield significant cultural influence through a grassroots approach. This strategy is crucial in cultivating brand loyalty and recognizing user-generated content. It demonstrates our dedication to remaining relevant and influential in both the real world and the digital landscape.
Simplifying the social handle to @dutch_cigars has made it easier for users to tag us. Many followers have shared their excitement about discovering and enjoying the summer LTO packs.
Building on insights from the previous month, we have strengthened our connections with brand enthusiasts. They and their friends appreciate being acknowledged on Dutch Masters’ social media, frequently commenting, sharing, and reposting our reels, which enhances visibility and engagement.
This month, we observed a strong positive response to our merchandise. Whether it’s Dutch, Dutch Masters Leaf, or original Dutch Masters items, these “gifts” consistently excite our followers, making them feel seen and appreciated.
FY 24 JULY ACTIVITY OVERVIEW
In FY24, Dutch Masters strategically positions Dutch as the lead brand in the family, encouraging brand enthusiasts to pursue their life’s passions through self-expression, product integrations, and digital engagement at strategic events. Dutch Masters’ strategic approach embodies experiential excellence, championing inclusivity and authenticity the Dutch way. This involves shifting its event platform towards a brand-forward model and solidifying its presence in key markets such as Atlanta, Los Angeles, Miami, and Philly, while integrating social media for greater amplified engagement.
This collaboration promises fresh connections, enabling immersive brand experiences, and positioning Dutch as a narrative leader. Our Strategy in Action unfolds through:
• Experiential Excellence: In every event, regardless of size, each interaction Is meticulously crafted to create a lasting impression and to excel in content capture, ensuring every moment is captured authentically.
• Social Media Management: The social media integration encompasses everything from planning content calendars to analyzing brand sentiment, fostering engagement and comprehension.
• Programming Performance: The focus on programming performance revolves around social media engagement, driving active participation and facilitating meaningful dialogue. Additionally, by driving event attendance and product trials, Dutch can nurture connections and foster brand loyalty.
Dutch Masters is dedicated to building brand affinity amongst ATCs and these efforts will support Dutch Masters’ mission.
Digital Network for July:
172,667
Social Engagements for July:
15,574
DECEMBER 2023
S Artlanta Content Shoot
Art Basel
FEBRUARY 2024
M Dutch Masters Leaf X Scotty ATL
APRIL 2024
Revel - The Greatest Show on Earth - 1
National Cannabis Festival S L
MAY 2024
Cannabis & Movies Club - 1 S
JUNE 2024
Revel - The Greatest Show on Earth - 2 S
The Urban-1 S
Revel - The Greatest Show on Earth - 3 S M Roots Picnic 1 & 2
JULY 2024
Cannabis & Movies Club - 3 S
AUGUST 2024
Cannabis & Movies Club - 2 S
Revel - The Greatest Show on Earth - 4 S The Ritual S
Cannabis & Movies Club - 4 S The Urban-4 S
The Urban-3 S
SEPTEMBER 2024
SMALL EVENTS
Event Category
Small Events
SMALL EVENTS - EVENTS KPI
SOW # of Events # of July Events (Executed) # of YTD Events (Planned and Executed) YTD # of Remaining Events 13 3 13 0 Social
The Dutch x REVEL ATL event on July 20th was the pinnacle of a successful series, marking the most triumphant activation at “The Greatest Show on Earth.” Held at the upscale Revel nightclub in West Midtown Atlanta, this activation aimed to blend Dutch’s premium smoking experience with the vibrant nightlife culture. Two branded spaces were curated within the venue, featuring a digital selfie mirror, branded merchandise, and a Dutchthemed VIP section.
With targeted outreach, the event attracted 520 club attendees, including 60 ATCs that completed the brand’s engagement process. The event featured branded ashtrays, menus, and a Dutch-inspired hookah flavor, “Blue Dream Fusion,” enhancing the guest experience and product engagement. Tactical pivots ensured maximum engagement and adaptability to the event’s dynamics.
The activation’s success was evident in the photo waivers collected.
The “Party with Dutch” campaign and onsite social media manager captured UGC content, driving significant post-event engagement.
Overall, the event showcased Dutch’s ability to create unforgettable experiences and solidified Revel ATL as a prime location for brand visibility.
118,789 Digital Network
8,304 Social Engagement
On July 14th, the Cannabis & Movies Club hosted the third installment of the Dutch X Cannabis and Movies series at The Beverly Room in Los Angeles. This private, 21+ cannabis-friendly venue provided a comfortable, immersive experience with cozy couches, ambient lighting, and a state-of-theart screen. Dutch showcased their commitment to fostering connections by offering a premium smoking experience in movie-themed areas. Guests were welcomed by illuminated Dutch-branded posters and a prominent concession stand at the entrance. Attendees received branded merchandise, keepsakes, and had the opportunity to capture memories at a custom photo backdrop.
Before each screening, verified adult tobacco consumers (ATCs) participated in product trials and received popcorn in branded containers, T-shirts, lighters, trays, and hats. The movie viewing area featured branded pillows, rolling trays, and blankets, with a striking 20x80 photo backdrop. Despite selling 80 tickets, the event saw only 18 attendees. However, the event successfully captivated its core demographic, with active participation in product trials and an enthusiastic reception of branded merchandise. Future strategies include reevaluating event timing and scheduling, enhancing interactive elements, and strengthening social media integration to drive real-time engagement and visibility. With these adjustments, the aim is to elevate consumer engagement and brand awareness at upcoming events.
21,976 Digital Network
2,529 Social Engagement
On Saturday, July 6th, at The Freehold in Miami, Florida, Dutch Masters activated a vibrant event to celebrate DJ Tony Touch’s birthday. The venue, featuring both outdoor and indoor spaces, came alive with electrifying performances by Kid Capri, DJ Self Born, and DJ Ferg Fries. The hosts from popular podcast, Drink Champs made special appearances, adding to the event’s allure. Originally planned as the Miami Doowop, the event pivoted to “The Ritual” due to unforeseen circumstances with key talent. Dutch Masters seamlessly transitioned the celebration, offering a unique and curated consumer engagement experience.
The ‘Party With Dutch’ social media campaign was implemented during this event. Brand enthusiasts partied in the Dutch VIP section, capturing and sharing their experiences on social channels. This strategy amplified the brand’s presence and generated organic content. Notable attendees like Kid Capri and DJ Tony Touch interacted with branded spaces. The event successfully captured 63 consumer engagements, ensuring lasting brand visibility and impact.
31,902 Digital Network
4,741 Social Engagement
POSITIVE
The overall sentiment of the brand is positive.
Including brand enthusiasts who share our content and use engagement widgets on posts and stories has increased Dutch’s follower engagement, which helps drive authentic social activity.
Utilizing caption copy that prompts engagement has also resulted in positive activity within the comment section.
SOCIAL MEDIA
JULY
SOCIAL MEDIA FOLLOWERS
The Dutch Instagram account has continued to see a consistent increase in follower count.
ATCs in their late 20s, 30s, and early 40s are the primary age groups following the brand on social media. Overall, the age group of 21-45 makes up approximately 85% of our followers and remains our primary audience.
Key learnings are that followers enjoy personable engagement and acknowledgment. Sunset Dream and Tropical have both been a brand enthusiastfavorites this summer, and by posting content that acknowledges the hype we increased engagement. We learned that on social our followers enjoy interacting with posts and giving their opinion on specific LTOs as they are being rolled out.
We saw a slight increase in female followers by 0.2%, but our male followers still dominate at 68.5%.
Geographically, New York continues to lead the follower count in July, with Los Angeles and Houston following as the second and third top locations.
83,914
544
UNFOLLOWS 2,135 FOLLOWS
REACH & ENGAGEMENT
This month, we continued to build on the significant reach and engagement we experienced last month. We reached 14,315 accounts, and our reach to the brand’s followers increased by 8.4%. Our profile activity experienced a 63.9% increase, with profile visits up by 60.4% and external link taps rising by 110%.
ATCs’ top age group remains 25-34, but we continue to see a notable increase in the 21-24 age group’s reach. Additionally, we saw a 5% increase in women’s reach, although men continue to lead.
We also observed a 51.2% increase in our account’s engagement from our followers. There was a 0.4% increase in content interactions building upon last month, and a 4.9% increase in overall post interactions, which can be attributed to our consistent creative content approach.
We posted two reels this month, so analytics reflect a decrease in reel interactions. However, our reel content received significant responses from followers, with over 5000 engagements! We also saw an impressive 184% increase in story interactions.
For the first time, Chicago leads as the top city reached, with Milwaukee following in close second and Los Angeles third.
40.9% WOMEN
FY 24 AUGUST ACTIVITY OVERVIEW
In FY24, Dutch Masters strategically positions Dutch as the lead brand in the family, encouraging brand enthusiasts to pursue their life’s passions through self-expression, product integrations, and digital engagement at strategic events. Dutch Masters’ strategic approach embodies experiential excellence, championing inclusivity and authenticity the Dutch way. This involves shifting its event platform towards a brand-forward model and solidifying its presence in key markets such as Atlanta, Los Angeles, Miami, and Philly, while integrating social media for greater amplified engagement.
This collaboration promises fresh connections, enabling immersive brand experiences, and positioning Dutch Masters as a narrative leader. Our Strategy in Action unfolds through:
• Experiential Excellence: In every event, regardless of size, each interaction Is meticulously crafted to create a lasting impression and to excel in content capture, ensuring every moment is captured authentically.
• Social Media Management: The social media integration encompasses everything from planning content calendars to analyzing brand sentiment, fostering engagement and comprehension.
• Programming Performance: The focus on programming performance revolves around social media engagement, driving active participation and facilitating meaningful dialogue. Additionally, by driving event attendance and product trials, Dutch can nurture connections and foster brand loyalty.
Dutch Masters is dedicated to building brand affinity amongst ATCs and these efforts will support Dutch Masters’ mission.
Digital Network for August:
11,117
Social Engagements for August:
3,679
DECEMBER 2023
L S Artlanta Content Shoot Art Basel
FEBRUARY 2024
M Dutch Masters Leaf X Scotty ATL
APRIL 2024
Revel - The Greatest Show on Earth - 1 National Cannabis Festival S L
MAY 2024
Cannabis & Movies Club - 1 S
JUNE 2024
Revel - The Greatest Show on Earth - 2 S
The Urban-1 S
Revel - The Greatest Show on Earth - 3 S M Roots Picnic 1 & 2
JULY 2024
Cannabis & Movies Club - 3 S
AUGUST 2024
Cannabis & Movies Club - 2 S
Revel - The Greatest Show on Earth - 4 S The Ritual S
Cannabis & Movies Club - 4 S The Urban-4 S
The Urban-3 S
SEPTEMBER 2024
SMALL EVENTS
Event Category
SMALL EVENTS - EVENTS KPI
Small Events SOW # of Events # of August Events (Executed) # of YTD Events (Planned and Executed) YTD # of Remaining Events 13 2 13 0 Social
The Dutch X Cannabis and Movies event series wrapped up on Sunday, August 11th, 2024 completing the four-part activation in Los Angeles. Throughout the series, we achieved significant engagement with adult tobacco consumers, offering an immersive experience that blended movie screenings with premium brand interactions. Each event effectively utilized brand elements such as concession stands, product trials, and merchandise giveaways, which bolstered brand visibility and loyalty among attendees. Although attendance and social engagement varied across the events, the series provided valuable insights for optimizing future activations.
Overall, the event series reinforced Dutch’s presence within the targeted demographic and highlighted the brand’s ability to connect with adult tobacco consumers through unique memorable experiences.
11,117 Digital Network
3,679 Social Engagement
DOO WOOP
The Dutch X Doo-Wop event on August 31st in Miami was part of our ongoing efforts to engage adult tobacco consumers through dynamic, brand experiences. The event successfully attracted over 500 attendees, including 49 ATCs, and featured a variety of branded elements such as a tobacco cart, a Dutch photo wall, and exclusive merchandise giveaways. Although product trials and swag distribution were highlights, social media engagement did not meet expectations, with no significant digital footprint post-event.
Overall, the event provided valuable touchpoints for brand interaction, enhancing Dutch’s visibility among its target demographic. However, there are areas for improvement, particularly in post-event digital engagement and content sharing.
Moving forward, the insights gained from this activation will inform our strategies to better align with audience expectations and maximize brand impact through more robust social media collaborations and refined engagement tactics, ensuring Dutch continues to resonate with its target market.
POSITIVE
The sentiment of the brand remains positive, particularly due to recent events at Doo Wop in Miami and the Cannabis and Movies series in Los Angeles. These activations successfully engaged brand enthusiasts and reinforced Dutch’s presence with our target audience. At these events, we observed strong participation and interaction with branded elements, such as product trial and merchandise giveaways, which helped foster authentic connections with attendees.
By creating memorable experiences that resonate with our audience, these events not only enhanced brand visibility but also deepened loyalty among adult tobacco consumers. This positive sentiment is further supported by the enthusiastic responses and continued engagement from our brand advocates during these activations. Moving forward, we will continue leveraging these eventbased strategies to drive authentic and meaningful engagement with Dutch’s core.
SOCIAL MEDIA
SOCIAL MEDIA FOLLOWERS
The Dutch Instagram account continues to see an increase in follower count.
The age ranges of our followers remained consistent this month with 40.1% falling in the 25-34 range.
We saw a slight increase of 0.8% in female followers, but our male followers still dominate at 67.7%.
Geographically, New York continues to lead the follower count in August, with Los Angeles and Houston following closely behind.
Key learnings are that followers are interested in product and merch so we will continue to identify opportunities to collaborate with brand enthusiasts, especially those with significant influence.
84,550
647
UNFOLLOWS 1,137 FOLLOWS
SOCIAL MEDIA REACH & ENGAGEMENT
This month, we reached 7,612 accounts. Our follower reach decreased this month. Our profile activity and profile visits experienced a decrease as well. Individuals in the age group 25-34 continue to lead as our top age range, but the 21-24 age group continues to see an increase. Although men continue to lead in reach, we saw an increase in women’s reach (+5%) this month.
This month, we continued to receive engagement from both followers and non-followers, but saw a decline in our account’s overall engagement compared to last month. There was a dip in content interactions as well. This dip occurred due to lack of collaboration posts and shared engagement opportunities.
Los Angeles leads as the top city reached, followed by Chicago.
We will continue to explore more social methods that can engage consumers more consistently as well as find new platform features to integrate into our social strategy.
1,682
FY 24 SEPTEMBER ACTIVITY OVERVIEW
In FY24, Dutch Masters strategically positions Dutch as the lead brand in the family, encouraging brand enthusiasts to pursue their life’s passions through self-expression, product integrations, and digital engagement at strategic events. Dutch Masters’ strategic approach embodies experiential excellence, championing inclusivity and authenticity the Dutch way. This involves shifting its event platform towards a brand-forward model and solidifying its presence in key markets such as Atlanta, Los Angeles, Miami, and Philly, while integrating social media for greater amplified engagement.
This collaboration promises fresh connections, enabling immersive brand experiences, and positioning Dutch Masters as a narrative leader. Our Strategy in Action unfolds through:
• Experiential Excellence: In every event, regardless of size, each interaction is meticulously crafted to create a lasting impression and to excel in content capture, ensuring every moment is captured authentically.
• Social Media Management: The social media integration encompasses everything from planning content calendars to analyzing brand sentiment, fostering engagement and comprehension.
• Programming Performance: The focus on programming performance revolves around social media engagement, driving active participation and facilitating meaningful dialogue. Additionally, by driving event attendance and product trials, Dutch can nurture connections and foster brand loyalty.
Dutch Masters is dedicated to building brand affinity amongst ATCs and these efforts will support Dutch Masters’ mission.
DECEMBER 2023
S Artlanta Content Shoot Art Basel
FEBRUARY 2024
M Dutch Masters Leaf X Scotty ATL
APRIL 2024 Revel - The Greatest Show on Earth - 1 National Cannabis Festival S L
MAY 2024
The Urban-1 S Cannabis & Movies Club - 1 S Revel - The Greatest Show on Earth - 2 S
JUNE 2024
Revel - The Greatest Show on Earth - 3 S M Roots Picnic 1 & 2
JULY 2024
Cannabis & Movies Club - 3 S
AUGUST 2024
Cannabis & Movies Club - 2 S
Revel - The Greatest Show on Earth - 4 S The Ritual S
OCTOBER 2024
Cannabis & Movies Club - 4 S The Urban-4 S
The Urban-3 S
POSITIVE
The overall sentiment of the brand is positive.
Including brand enthusiasts who share our content and use engagement widgets on posts and stories has increased Dutch Masters’ follower engagement, which helps drive authentic social activity.
Utilizing caption copy that prompts engagement has also resulted in positive activity within the comment section.
SOCIAL MEDIA
SOCIAL MEDIA FOLLOWERS
The Dutch Instagram account continues to see an increase in follower count. This consistent increase means that the content remains valuable to our audience.
This month, there was minimal change in age range demographics, with 25-34-yearolds remaining our largest group. Overall, 85% of followers fall within the 21-45 age range, which remains our primary audience. Male followers still dominate at 67.4%, though we saw a slight 0.3% increase in female followers.
Geographically, New York leads the follower count, followed by Los Angeles and Houston.
84,729
702
UNFOLLOWS 868 FOLLOWS
REACH & ENGAGEMENT
This month we reached 10,149 accounts while reach to our followers increased by 22.1%. Additionally, a new feature rolled out by Instagram has begun to track views as a metric, reporting the Dutch page received 58,698 views in September.
Our overall profile activity and visits saw a slight decrease this month. However, in terms of demographics, individuals aged 25-34 continue to dominate as our top age group, while the 21-24 age group is steadily increasing. While men still lead in terms of reach, we observed a notable 5% increase in the reach of women this month.
This month, we continued to receive engagement from both followers and non-followers, with an increase in our overall engagement compared to last month. With Instagram now tracking engagement as ‘interactions,’ this new metric provides a clearer view of how audiences engage with our content, emphasizing the growing value and relevance of our posts. This trend suggests an opportunity to further capitalize on engaging both existing and new audiences.
Los Angeles leads as the top city reached, followed by Chicago.
We will continue to explore more social methods that can engage audiences more consistently, as well as find new platform features to integrate into our social strategy.
