Matrix MKTG x Dutch Monthly Activity Report - November 2024

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FY25 NOVEMBER

ACTIVITY OVERVIEW

Dutch is poised to strengthen its market position as the category leader by leveraging a blend of retail activations, cultural moments, and activations. This year, Dutch will continue to inspire and connect with its audience through immersive experiences and elevated brand storytelling. In FY25, Dutch Masters aims to engage brand enthusiasts by championing self-expression and authenticity across key markets. By strategically shifting towards a brand-forward approach, Dutch will expand its footprint in major cities like Atlanta, Austin, and Miami integrating social media to amplify engagement and maximize reach.

This strategy ensures Dutch’s position as a cultural influencer, creating memorable interactions and authentic connections. Our Strategy in Action unfolds through:

• Experiential Excellence: Each event, whether small or large, will focus on creating impactful, memorable moments. Through thoughtful design and authentic engagement, Dutch will ensure each experience leaves a lasting impression.

• Social Media Integration: Social platforms will support content planning, real-time engagement, and sentiment analysis, fostering a direct connection with audiences and extending event impact.

• Program Performance: Focusing on driving engagement and participation, our programming will stimulate active conversations, attendance, and product trials, strengthening Dutch’s brand loyalty and community bonds.

Dutch Masters remains committed to building affinity among Adult Tobacco Consumers (ATCs), and each initiative will support the mission to drive meaningful brand connections and sustained growth.

EVENT SCHEDULE 2025

DEC 2024

MARCH 2025

DooWop (FY24)

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Scotty ATL X SXSW

March

SOCIAL MEDIA

SOCIAL MEDIA FOLLOWERS

The Dutch Instagram account follower total remained flat to the previous month, however, we will continue to deploy engaging content to yield additional followers.

Our audience demographics remain consistent, with the 25-34 age group as our largest segment. Impressively, 85% of our followers fall within the 21-45 age range, reinforcing our strong alignment with this core audience.

Male followers continue to lead at 67.3%, while female followers held steady at 32.6%. This confirms that men remain our primary target audience and the most engaged demographic on the Dutch social page.

Geographically, New York maintains its position as the top city for followers, with Los Angeles and Houston following closely behind. These insights reflect a strong, stable foundation for further engagement and growth.

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SOCIAL MEDIA REACH AND ENGAGEMENT

This month, we accumulated 60,938 views and reached 10,933 accounts. Our total interactions reached 1,593, with the majority coming from posts (1,317), followed by reels (196), stories (67), and videos (3). Notably, 730 accounts engaged with our content—an increase of 467 from last month.

We also recorded 2,593 profile visits and 284 external link taps. Engagement from the 25-34 age group returned to its usual level at 43.6%, while the 21-24 age group saw a slight increase in engagement. Male engagement remained strong at 70.9%, maintaining their position as the most active demographic.

This month, we observed a decrease in overall engagement among followers. Contributing factors included reducing engagement widgets in our story posts and responding to fewer comments, both part of an effort to test new content strategies. This experiment highlighted the importance of these elements in driving engagement. Geographically, Atlanta emerged as the top city reached, with Milwaukee ranking second—marking their first appearance in this category.

These insights provide valuable learnings that will inform our approach moving forward, as we explore new methods to engage consumers more consistently in the coming year.

WHAT CONSUMERS ARE SAYING

This month, the brand sentiment for Dutch Masters has been largely shaped by consumer feedback surrounding merch giveaways, the Grape and Green Envy products, and overall product quality. The response to merch giveaways continues to be highly positive, with followers eagerly engaging by posting on their stories to receive items, demonstrating ongoing excitement for branded merchandise.

Among product feedback, the Grape and Green Envy flavors stood out. Many consumers expressed confusion about where to find Dutch Masters Grape, signaling a need for clearer distribution or specific updates regarding availability. Similarly, Green Envy received overwhelmingly positive reviews, with users praising the flavor while also inquiring about where it can be purchased.

On the quality front, a few consumers have reported issues with packs not containing the correct number of cigars, creating frustration among loyal customers. Addressing these concerns presents an opportunity to strengthen trust and further enhance brand loyalty. These concerns are minimal, and the overall sentiment remains positive.

THANK YOU!

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