Netflix Food
In August 2019, Whitney took over Netflix Food as a brand lead. This community served as the destination for foodies, with the goal of increasing viewership for original food programming. In this role, Whitney led audience strategy, content development and partnerships. Some highlights from this role include:
During her time managing the community, Whitney grew it by over 115K fans.
Whitney strategized a clear, attainable target audience for the brand: Women, between the ages of 25-40, home cooks with interests in travel and culture.
Working closely with publicity, Whitney created external partnerships for the brand with Netflix Food talent such as Antoni Porowski, David Chang, Roy Choi, Samin Nostrat and more.
In addition to talent, Whitney developed partnerships with foodie tastemakers to create content for the brand. Partners include: The Witcher Kitchen, Momofuku and Looped Food.
Case Study
PROBLEM: Breakfast, Lunch & Dinner represented a new frontier for Netflix Food talent, Chef David Chang. Instead of focusing solely on food (what the audience was used to), this new series was a travel and interview format. Therefore, Whitney had the challenge of marketing a non-food series to an audience of foodies.
SOLUTION: Whitney came up with six bespoke video concepts, and worked with the series publicist and marketing team to produce a last minute shoot with Chang in NYC. The strategy was to put Chang front and center, create custom AV assets that bridged the gap between food and travel and get fans excited about the series with an extended sneak peek. When the series launched, it surpassed impressions projections by over 50% within the community and it brought in over 5,000 new fans for the Netflix Food community in a single day.
