FY 24 APRIL ACTIVITY OVERVIEW
5 SMALL EVENTS 8 LARGE EVENTS 11 SOCIAL MEDIA 15 KEY LEARNINGS & TAKEAWAYS 2
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.
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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
FY24 EVENT
SCHEDULE L
National
Revel
Cannabis Festival S L
The
Revel
The
Revel
Revel
The
- The Greatest Show on Earth - 4 S
Urban-3 S
The
LEGEND: S M L Small Event Medium Event Large Event Completed Completed Completed 4
Cannabis
Urban-4 S
SMALL EVENTS
5
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
FY24
6
YTD
# Event KPI’s Digital Network April-24 Engagements Small Events 5,000 700 0
#
13 1 13 0 Social KPI
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.
7
Digital Network 700 Engagement 0
LARGE EVENTS
8
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
FY24
YTD
# Event KPI’s Digital Network April-24 Engagements Large Events 50,000 7,146 74 L 9
10 NATIONAL CANNABIS FESTIVAL Digital Network
Social Engagements 74
7,146
SOCIAL MEDIA
APRIL 1
81,552 FOLLOWERS vs. Mar 31
527 UNFOLLOWS
317 FOLLOWS
TOP LOCATIONS New York 3.1% Los Ángeles 1.4% Houston 1.3% Chicago 0.9% Philadelphia 0.7%
AGE RANGE 21+ 94.4% 68.8% MEN 31.1% WOMEN 1
POST INTERACTIONS 668 93 16 100 ENGAGEMENT Atlanta 4,5% New York 4.5% Los Angeles 2.4% Philadelphia 2.1% APR 1 - APR 30 POST INTERACTIONS 1,098 -22.2% vs. Mar 1 - Mar 31 73.2% MEN 26.7% WOMEN ACOUNTS REACHED 7,381 ACCOUNTS ENGAGED 317 1,587 NON-FOLLOWERS 5,794 FOLLOWERS +11,9% 49 NON-FOLLOWERS 268 FOLLOWERS 1
CONTENT PERFORMANCE TOP PERFORMING POST Post Type: Static Photo, Event REACH 1,444 ENGAGEMENT 60 5 1 59 Post Type: Static Photo REACH 1,231 ENGAGEMENT 37 7 2 2 1
SOCIAL MEDIA
KEY LEARNINGS & TAKEAWAYS
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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.
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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.
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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
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THANK YOU
