Matrix MKTG x Dutchmasters Monthly Activity Report
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.
