Press Release: Time Inc. Debuts Well Done, a New, All-Video, Social Brand
NEW YORK, NY (March 2, 2017)—Time Inc. (NYSE: TIME) today launches Well Done, a new social brand created for the millions of food lovers who consume and share videos about the latest food trends, news, how-tos and recipes via the social ecosystem. Well Done leverages the full scope and reach of Time Inc.’s 48 million social followers in the food space, the newly formed Time Inc. Digital Food Desk and the company's state-of-the-art test kitchens and video studios in Birmingham, Alabama.
The new brand offers a daily, video-only slate of innovative new recipes, food explainers, hacks and food news geared to a social and mobile audience. Well Done launches from the MyRecipes Facebook page, whose audience has doubled since 2016, and it will also debut on Instagram, Snapchat, Twitter and Pinterest channels. Time Inc.’s food portfolio—Cooking Light, Food & Wine, Real Simple, Health, People Food, Southern Living and Extra Crispy—also are distributing Well Done video across all content channels.
The initiative builds on the company's massive success in the food video space, with more than 120 million monthly video views. Well Done also leverages Time Inc.’s expertise in data and personalization, delivering targeted content directly to the consumer.
"Well Done is a first-of-its-kind food brand for Time Inc., developed to live on our social channels. The team is producing short, dynamic videos with the latest tips and trends we know our audience craves. We see Well Done benefiting from our deep relationships and expertise in the food category, as well as the extraordinary video and social reach of the Time Inc. network," said Alan Murray, Time Inc. Chief Content Officer.
Well Done is led editorially by Stacey Rivera, director of Time Inc.’s digital food desk and digital content director of Cooking Light and MyRecipes, and Michael Grady, supervising producer for Time Inc.’s Birmingham food studios.
“Time Inc. brands cover all corners of food—recipes, restaurants, celebrity and health,” said Rivera. “We are uniquely positioned to give our audience a trusted and fun food brand and to provide advertisers with new native opportunities, including custom videos and social programs.”
ABOUT TIME INC.
Time Inc. (NYSE:TIME) is a leading content company that engages over 150 million consumers every month through our portfolio of premium brands across platforms. By combining our distinctive content with our proprietary data and people-based targeting, we offer highly differentiated end-to-end solutions to marketers across the multimedia landscape. Our influential brands include People, Time, Fortune, Sports Illustrated, InStyle, Real Simple and Southern Living, as well as more than 50 diverse titles in the United Kingdom, including Wallpaper. Time Inc. has been extending the power of our brands through various acquisitions and investments, including Viant, an advertising technology firm with a specialized people-based marketing platform; The Foundry, Time Inc.’s creative lab and content studio; and the People Entertainment Weekly Network (PEN). The company is also home to celebrated events, such as the Time 100, Fortune Most Powerful Women, People’s Sexiest Man Alive, Sports Illustrated’s Sportsperson of the Year, the Essence Festival and the Food & Wine Classic in Aspen.