︎
HOME        PROJECTS       ABOUT

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%.

EVERAND

–––COPY + STRATEGY
COMPANY: Scribd
AGENCY: Mother Design
ROLE: Senior Copywriter
DATE: 2023

I led messaging and strategy for the launch of Everand, a premium ebook and audiobook subscription platform.

Partnering with renowned branding agency Mother Design, I developed strategy and wrote copy that brought the brand to life across multiple social channels including Instagram, TikTok, Facebook, Twitter/X, LinkedIn and Pinterest, earning thousands of new followers overnight and generating significant attention for the brand.


My goal was to create a cohesive brand experience that felt both universal and personal, delivering on Everand’s promise of a world of stories and knowledge, designed just for you.

I developed messaging that encapsulated brand values of affirmation, inclusivity, and connection — welcoming each reader into their own personal world of stories, while creating a sense of community centered around shared desires for entertainment, education and escape.


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.

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.


SCRIBD UX

–––UX WRITING + CONTENT DESIGN
COMPANY: Scribd
ROLE: Senior Copywriter
DATE: 2023

Partnering with Product Design, Customer Success, and User Research teams, I strategized and wrote UX copy to address a major user pain point — monthly reading limits. 

Scribd users were often frustrated when the title they wanted to read was suddenly unavailable. Previous messaging (see left) was vague, offered no recourse for the user, and did not make it clear when, or if, the title would be available again.

In reworking this copy, my goal was to address four key unmet user needs that our research identified:

  1. TRANSPARENCY: users want acknowledgement that a monthly limit exists
  2. CONTEXT: users want to know WHY the limit exists
  3. ALTERNATIVES: users want other content to enjoy in the meantime 
  4. HELP: users want a contact point to receive additional clarity and/or help

Based on these findings, I wrote three variants for a new pop-up modal (below) that would appear once a user hits their monthly limit.



The tone of the messaging ranged from straightforward (left), to more playful (right), incorporating language around reading and stories in order to foster greater empathy with the user. To gauge users’ desire for context, the lefthand modal includes the line “Based on your recent activity” to indicate that limit is tied to the specific content they’ve consumed, and will reset when the their current billing cycle renews.

We then tested each variant, conducting interviews to measure users’ reactions to each messaging approach. Users indicated a strong preference for the middle option (“You’ve reached your limit”) due to its straightforward headline. However, some users said that the first line in the subcopy, “Every good story has an end,” felt a little too “sugarcoated,” and were frustrated that it seemed to be making light of their situation. Many indicated they preferred messaging that was clear, no-nonsense, and to-the-point. A majority of users also reported that the Help Center article (linked via the “Learn more” button) felt somewhat redudant and didn’t provide any additional clarity.


Utilizing these findings, I wrote a more concise, straightforward iteration of the modal (see left), omitting the Help Center link and keeping the qualifier “Based on your recent reading activity” to address users’ desire for additional context. 

After implementing my copy, the CS team saw a significant decrease (23%) in tickets related to monthly limits, and user research reported an 8% increase in CSAT scores. 

After completing this project and sharing our results with the wider org, my work informed company-wide best practices for future transparency messaging.
JULIAN FLEMING
©️2025