Matrix x Dutchmasters Monthly Activity Report - July 2024
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.
