Matrix MKTG x Dutchmasters Monthly Activity Report - September 2024

FY 24 SEPTEMBER 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.

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

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 - 3 S

AUGUST 2024

Cannabis & Movies Club - 2 S

Revel - The Greatest Show on Earth - 4 S The Ritual S

OCTOBER 2024

Cannabis & Movies Club - 4 S The Urban-4 S

The Urban-3 S

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.

SOCIAL MEDIA

SOCIAL MEDIA FOLLOWERS

The Dutch Instagram account continues to see an increase in follower count. This consistent increase means that the content remains valuable to our audience.

This month, there was minimal change in age range demographics, with 25-34-yearolds remaining our largest group. Overall, 85% of followers fall within the 21-45 age range, which remains our primary audience. Male followers still dominate at 67.4%, though we saw a slight 0.3% increase in female followers.

Geographically, New York leads the follower count, followed by Los Angeles and Houston.

84,729

702

UNFOLLOWS 868 FOLLOWS

REACH & ENGAGEMENT

This month we reached 10,149 accounts while reach to our followers increased by 22.1%. Additionally, a new feature rolled out by Instagram has begun to track views as a metric, reporting the Dutch page received 58,698 views in September.

Our overall profile activity and visits saw a slight decrease this month. However, in terms of demographics, individuals aged 25-34 continue to dominate as our top age group, while the 21-24 age group is steadily increasing. While men still lead in terms of reach, we observed a notable 5% increase in the reach of women this month.

This month, we continued to receive engagement from both followers and non-followers, with an increase in our overall engagement compared to last month. With Instagram now tracking engagement as ‘interactions,’ this new metric provides a clearer view of how audiences engage with our content, emphasizing the growing value and relevance of our posts. This trend suggests an opportunity to further capitalize on engaging both existing and new audiences.

Los Angeles leads as the top city reached, followed by Chicago.

We will continue to explore more social methods that can engage audiences more consistently, as well as find new platform features to integrate into our social strategy.