FY 24 MAY ACTIVITY OVERVIEW
05 SMALL 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.
Dutch Masters is dedicated to building brand affinity 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 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
FY24 EVENT
SCHEDULE L
National
The
LEGEND: S M L Small Event Medium Event Large Event
Completed Completed 4
Completed Completed
SMALL EVENTS
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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)
FY24
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SMALL EVENTS
S
# Event KPI’s Digital Network May-24 Engagements Small Events
Social KPI
15,000 183,140 8,645
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.
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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
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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
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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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SOCIAL MEDIA
MAY 11
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
vs. Apr. 30 TOP LOCATIONS New York 3.1% Los Ángeles 1.4% Houston 1.3% Chicago 0.9% Philadelphia 0.7%
FOLLOWERS
-0.2%
FOLLOWS AGE RANGE 21+ 92.4% 68.7% MEN 31.2% WOMEN 12
UNFOLLOWS 296
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
POST INTERACTIONS 764 159 24 85 ENGAGEMENT Philadelphia 11.5% New York 7.4% Atlanta 2.5% Los Angeles 1.8% MAY 1 - MAY 31 POST INTERACTIONS 1,042 +18.6% vs. Apr 1 - Apr 30 48.6% MEN 51.3% WOMEN ACOUNTS REACHED 19,585 ACCOUNTS ENGAGED
4,015 FOLLOWERS 15,570 NON-FOLLOWERS +877% 271 FOLLOWERS 250 NON-FOLLOWERS +410% 13
521
MEDIA CONTENT PERFORMANCE TOP PERFORMING POST Post Type: Static Photo, Event, Collaboration REACH 15,200 ENGAGEMENT 316 200 49 12 55 Post Type: Static Photo REACH 1,732 ENGAGEMENT 190 134 46 4 6 14
SOCIAL
KEY LEARNINGS & TAKEAWAYS
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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.
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THANK YOU
