Matrix MKTG x Dutchmasters Monthly Activity Report - August 2024
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.
