Newsletter: Think like a child

This product education newsletter was part of a campaign around the POIs (points of interest) on the route planner. A slightly hidden feature, the POIs are extremely useful… once you understand how to find them. The komoot audience usually responded well to product education that was particularly playful and heavily in our brand voice. I came up with a few ideas before landing on the concept of ‘thinking like a child’ and wrote this creative piece. I particularly loved thinking up classic things children say and making that relevant for our audience. It was such fun and playful writing and honestly, I was chuckling the whole way through it.

Localised into 11 languages, the localisation briefing was extra in-depth to explain the messaging and intention behind every sentence. It worked wonders though, and the newsletter was well received in our core languages as well as in English, with an open rate upward of 34%.

We integrated a ‘komoot in 90 seconds’ video, to help further explain how to find POIs and what categories they exist in.

Read the newsletter as a PDF here.