WHAT'S FOR DINNER?
While working at MullenLowe, I spearheaded the launch of What’s For Dinner? into the crowded and competitive world of recipe websites in June of 2017. In under a year, it reached over 10 million people and achieved a top 3 ranking for the everyday question the site's named after.
My Role: Lead strategist, Editor-in-chief
DINNER FINDER QUIZ
The site was built around a 3-step quiz to help people find tonight's dinner. Since launch, the quiz has engaged users with an 85% completion rate, 4+ minutes per session, and over 5 pages per visit.
KITCHEN TIPS
The site was built around a 3-step quiz to help people find tonight's dinner. Since launch, the quiz has engaged users with an 85% completion rate, 4+ minutes per session, and over 5 pages per visit.
STEP-BY-STEP RECIPES
During user research, we discovered that most new cooks wished they could see photos of recipes in progress to make sure they're following along correctly. We filled this white space by creating step-by-step photos for each of our recipes.
RECIPE VIDEOS
Videos are the macro trend in content consumption. Along with static recipes, we created a regular stream of recipe videos to engage our audience on Facebook and Instagram.
MEAL PLANNER
We also created a meal planner that's accessible by creating an account. This feature both allows people to add the week's ingredients (including the client's) to a printable shopping list and opt-in to the email newsletter.