Copywriting for Ampler Bikes

Ampler Bikes is an e-bike company that began in Estonia and set up showrooms across major European cities. Each bike has its batteries built inside the frame, creating sleek vehicles that mimic the look of classic bicycles. With every e-bike built in their dedicated factory, they cover the entire manufacturing and distribution process for a high-end, distinctive product. They had several avenues of exposure, including the showrooms in Berlin, Amsterdam, Tallinn and Oslo, as well as ambassadors and roadshows across Europe. On the digital side, we built the brand image with blogs, sales campaigns, PR, social media and email marketing.

Ampler’s Brand Voice

Exhilarating / Individual / Familiar / Urban / Chic

Content & Localisation

As a content and localisation specialist, I managed the CMS and blog pages while leading the English copy in marketing campaigns and managing the multilingual copy provided by a translation agency. The brand featured six distinct bike models, each with its own identity and technical features.

Defining Each Bike’s Identity

Curt was a 10-speed city bike—the lightest and fastest model at just 16 kg. Designed for young urban professionals, it was the e-bike equivalent of a sports car.

Other models, like Juna, featured a low step and carrier with a Dutch-inspired design, catering to families and older riders. The challenge was balancing technical innovation—integrated batteries, advanced motors, and seamless user interfaces—with a design that felt stylish, familiar, and reliable.

Illustrating each bike’s utility and dynamics through clear visuals, engaging copy, and detailed technical sections was key. This also had a crucial UX element, ensuring a smooth website experience across six languages, and each page was mobile friendly.

Evolving the Web Copy for Ltd. Edition

The campaign was promoted heavily across mobility publications in Europe, and I was in charge of the English copy, page structure and agency translations.

We went for an urban tone, almost counter-culture and alternative. As we already had such a good-looking product that was ahead in the e-bike market, I wanted to match the fashionable graphics with a confident tone of voice that pushed customers to grab ‘a piece of Ampler history’.

Limited Edition Sales Campaign

We launched a limited edition sales campaign to celebrate a company milestone, offering unique colours for each model. As we built all our bikes at our dedicated factory, we had control over the process, creating distinctive and bold versions of our already innovative and stylish product.

Blogs and Email Campaigns

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Creating Engaging & Adventurous Blog Content

Our blog was designed to be more than just product information—it was a hub for exciting, relatable, and inspiring stories about e-biking. I crafted content that captured the thrill of riding an Ampler e-bike, highlighting the seamless experience of our inbuilt battery design that made the bikes look and feel like a traditional ride.

Key blog themes included:

First-Time Rider Experiences – Real accounts of what it’s like to ride an e-bike for the first time, breaking misconceptions and showcasing the effortless ride.
Why Ampler Stands Out – Deep dives into the technology, design, and convenience of our bikes, emphasizing features like the hidden battery that maintains a classic bike aesthetic.
Adventure & Exploration – A series on things to do around our Berlin showroom, encouraging customers to visit for a free test ride and explore the city by bike.

By blending storytelling with product education, our blog strengthened the brand’s voice and engaged both curious newcomers and dedicated riders.

Exploring Cities with Komoot

I set up dedicated Komoot accounts to create unique cycling routes in the cities where Ampler was located. These curated routes highlighted the best urban rides and scenic detours, encouraging our community to explore their surroundings by e-bike. We also challenged customers to share their own favorite routes, building a shared library of great rides for Ampler users.

We launched a newsletter campaign aimed at both existing Ampler customers and potential buyers who had signed up but not completed their purchases. The goal was to re-engage these audiences with valuable content and targeted promotions.

The campaign featured:

Abandoned Checkout Follow-Ups – Encouraging potential buyers to complete their purchases with tailored messaging and product highlights.
Latest Blog Updates – Showcasing fresh content on e-bike technology, urban commuting, and industry trends.
Media Mentions & Reviews – Sharing Ampler’s features in top publications to build credibility and excitement.
Weekly Model Spotlights – Focusing on a specific e-bike each week, highlighting its unique features and ideal user.

By combining engaging content with strategic re-targeting, the newsletter helped nurture leads and strengthen customer relationships.