Upway is the leading provider of refurbished e-bikes, available across the US and Europe. In April 2024, I was brought on to take over Upway’s German social media channels and build a strong, engaging presence.

My strategy was a mix of educational content, trend-driven reels, and authentic user-generated posts – designed to inform, entertain, and build trust. This included the full social media package: developing concepts and formats, writing monthly content plans, scripting and shooting content (typically during one monthly content day), editing, publishing, and handling community management. I also selected and coordinated UGC creators to ensure a steady stream of relatable, on-brand content.

Instead of relying heavily on boosting, I focused on creating formats that perform well organically. One key insight: Upway’s community loved short-form content about e-bike maintenance and care – and the numbers backed it up. Within a year, we grew the German Instagram account from 4.5k to 7k followers and saw a significant increase in engagement. Our collaboration ended in April 2025, as Upway transitioned the role into a full-time, in-house position.