HARRY POTTER

–––PRODUCT + CONTENT MARKETING

COMPANY: Scribd
CLIENT: Pottermore Publishing
ROLE: Senior Copywriter
DATE: 2023

I oversaw bilingual content strategy and created Spanish-language content for the launch of the complete Harry Potter series on ebook and audiobook for Scribd’s Spain and Latin America markets.

Working within strict brand guidelines from Pottermore Publishing, I created a bespoke bilingual content campaign to promote the launch across multiple customer-facing channels, including social media, email, web, paid search, and mobile app UX.

In my Spanish content, I encouraged users to “vive la magía” (“experience the magic”) by reading or listening to the books sequentially and interacting with exclusive digital content designed to accompany each book. This strategy maintained high user excitement and drove over 25,000 free-trial customers to convert to a paid subscription in the first month after launch.

The campaign had a strong ripple effect: engagement on our LatAm social channels grew by a whopping 300%, SEO traffic went up by 15%, as did conversions to paid subscriptions across all of our Spanish-speaking markets.

Followers on our Spanish-language social media channels also grew two-fold over the course of the 14-week release, prompting Pottermore to proclaim it “the most successful and creative” content campaign they’d ever seen.