SCRIBD

–––CAMPAIGNS + STRATEGY

COMPANY: Scribd
ROLE: Senior Copywriter
DATES: 2022–2024

I managed integrated campaigns, wrote copy, and led brand strategy for Scribd, an online ebook and audiobook platform.

In addition to crafting copy for web, product, email and social content, I managed dozens of product launches and content marketing initiatives, collaborating with Product, Comms, and Design teams to develop impactful multi-channel 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 trial sign-ups. These new users increased overall reads by 74% and 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.