SCRIBD

–––COPY + STRATEGY

COMPANY: Scribd
ROLE: Senior Copywriter
DATES: 2022–2023

I led copy-based creative and developed content strategy for Scribd, an online ebook and audiobook platform.

In addition to writing copy for web, product, email and social, I speerheaded dozens of product launch and content marketing initiatives, collaborating with Product, Comms, and Design teams to develop impactful multi-channel digital campaigns that reached 2 million platform users, over 500k followers across social media, and millions of others in our target audience.

CAMPAIGN EXAMPLE

For Najwa Zebian’s relationship self-help book Trust Your Heart, I collaborated with designers to create social content that tapped into the broader cultural conversation around Valentine’s Day, redefining it as an opportunity for self-love and self-reflection — a message that resonated strongly with our target audience of Gen Z and Millennial women.

We also leveraged Najwa’s substantial (1.4 million) Instagram following to amplify our content via collaborative posts, designing several custom assets for her to share across her channels.

The campaign was a success, with social content ranking in the top 5 for the month, earning a unheard-of 12% engagement rate on Instagram, and driving over 14k clicks in-product. This traffic increased our unique reads by 74% and title saves by 239% during the first 48 hours after campaign launch.

Our social-forward strategy and highly shareble content design made Trust Your Heart the #1 most-read ebook and #5 most-listened-to audiobook globally, a first for Scribd Originals, and drove monthly engagement for original content to a record high of 327k hours.