ACHIEVE

–––COPYWRITING + BRAND STRATEGY

COMPANY: Achieve
ROLE: Brand Marketing Copywriter
DATES: 2024–Present

At Achieve, I work at the intersection of product and brand marketing to craft compelling content that strengthens Achieve’s position as a leader in digital personal finance with a TAM of 124 million.

As part of the internal Brand Creative agency, I develop strategy and deliver copy that engages our audience and creates a cohesive brand experience across all of Achieve’s consumer-facing channels.

Since starting at Achieve, the content I’ve created has generated a 3x increase in engagement, earned over half a million impressions, driven over 31 million video views, and outranked top competitors on Google SERPs.

HOMEPAGE CONTENT REDESIGN

Working closely with the Product team, I redesigned the Achieve.com homepage, a high-impact space that sees 64k+ in organic monthly traffic—the most important point of entry for the brand.

My goal was to get prospective customers to connect with the brand on an emotional level, helping them understand how our products could transform their financial lives.

To do this, I wrote three new headlines (one per product offering) that spoke to this idea of financial transformation and the intense feelings of relief and joy that come with it.

Working closely with a UX designer and product manager, I wrote supporting copy that succinctly communicates the value props of each product, then paired it with actual customers who benefitted from the those products.

The result strikes an aspirational tone, assuring the customer that their financial dreams are only a click away.

SOCIAL MEDIA OVERHAUL

When I started this job, Achieve’s social channels were primarily being used as an SEO tool to drive potential leads to the main website.

That wasn’t working.

Social engagement was low, and the CTAs weren’t driving any meaningful traffic or conversions. Knowing platforms like Instagram tend to de-prioritize content that directs users off the platform, I recommended a tactical change—instead of driving out, we would build from within.

My pitch to the Director of Social was a low-lift, copy-centric change: Instead of being a “link in bio” kind of channel, we would become a “drop it in the comments” channel.

But it wasn’t that simple.

It also meant changing the angle of our content. Instead of link-in-bio carrot-dangling, our content now had to demonstrate value for our audience immediately—i.e., give them something useful or entertaning to like, comment on, or share with others.

Working with our Brand designers, I concepted, wrote and pitched a month’s worth of social content that did just that: made our audience feel seen, made them laugh, taught them something, or otherwise compelled them to engage.

The results? Eye-popping.

In the months after my approach was adopted, Achieve’s marketing channels have seen an overall performance increase of 60%, including a 3x increase in total social engagement and a 153% increase in video views. On average, the social content I’ve written earns over 7% engagement per post, beating the industry engagment average by a whopping 6%.