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Urbun Riders: social media, films and creators for licensed e-scooters

Urbun Riders sells e-scooters and e-bikes made under licence from motor brands such as Jeep, Ducati, Lamborghini and Alfa Romeo. We worked with the brand from its 2022 launch content through to a monthly social media retainer in 2024: storyboarded films, a creator campaign, Google Ads copy and the day-to-day running of its Instagram.

At a glance

Client
Urbun Riders, distributed in the UAE by Tech Mart Middle East
Period
July 2022 to 2024
Category
Mobility, e-scooters and e-bikes
What we did
Content plan and films, influencer campaign, Google Ads copy, Instagram management and paid social
Ride Out, a portrait reel for an Urbun Riders e-scooter showing the one-kick start and rubberised footboard.

Results

MeasureResultContext
Accounts reached19,78088.2% of it from ads
Impressions44,573up 804%
Profile visits666up 474%
Website link taps109up 505%
Conversations started120DMs opened from posts and ads
Output5 videos, 12 static postsplus 2 creators

First month of the retainer (Instagram Insights, 30 days to 28 January 2024, change against the previous 30 days).

The challenge

Licensed e-scooters are a considered purchase in Dubai. Buyers want to know the ride is legal, how it compares with the cost of a car, and where they can use it, so the content had to answer those questions.

What we made

We wrote a 15-video content plan with a storyboard, shot list, models, locations and dates for every film, and shot it over two days in July 2022. The stories were practical: an e-scooter against a car on monthly cost, beating the traffic on Sheikh Zayed Road, a day with a Lamborghini e-bike, getting an RTA e-scooter permit, and rides through Downtown, the beach and Old Dubai. Every film was cut in 16:9 and 9:16.

We then ran a creator campaign with five influencers, each delivering an Instagram video and a set of stories from our storyboards, and wrote the Google Ads copy across five ad groups, including the licensed marques.

Running the account

From January 2024 we ran Urbun Riders' Instagram on a monthly retainer: reels and static content, account management, Instagram ads and two or three micro-creators a month. The report below is the first month, and the reel above is typical of the feed: short, portrait, one feature per shot. The audience it reached is the audience a premium mobility brand wants: 69% men, 70% aged 25 to 44, and 54% in Dubai.

Services and industries

Social media managementContent creationInfluencer marketingAdvertising and paid mediaAutomotiveLifestyleAll our work

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Work with us

Email hello@thebuzzpeople.com or WhatsApp +971 55 696 3961.