Target Australia
LEGO® Super Mario
Situation
Designing the LEGO Super Mario landing page on the Target Australia website was strategically timed to coincide with the arrival of several new LEGO Super Mario sets in the Australian market, including some highly anticipated character packs and expansion courses.
The previous iteration of the LEGO section lacked a dedicated space to fully showcase the interactive and gamified nature of the Super Mario theme, often getting lost within broader LEGO categories.
My goal with this specific landing page is to create a vibrant and engaging hub that not only highlights the latest releases but also clearly explains the unique play experience of LEGO Super Mario, emphasising the digital interactions, collectible characters, and the ability to build and customise levels in a way that resonates with the Australian family and gaming audience.
The dedicated page has significantly increase visibility and drive sales for this key LEGO theme within the Target Australia online ecosystem.
Tasks
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Ensure Australian consumers understand the fundamental interactive play experience of LEGO Super Mario and how it differs from traditional LEGO sets.
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Provide Australian shoppers with a clear understanding of the different types of LEGO Super Mario products available and how they work together.
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Utilise compelling visuals and multimedia elements to capture the attention of Australian families and gamers and effectively communicate the fun and interactive nature of LEGO Super Mario.
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Ensure that the LEGO Super Mario landing page feels like a natural and trustworthy part of the Target Australia website, facilitating easy browsing and purchasing for Australian customers.
Actions
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Content that feels locally relevant is more likely to capture the attention and interest of Australian shoppers. Reinforces that Target Australia is catering specifically to their local customer base with this dedicated LEGO Super Mario experience.
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By showcasing the benefits of shopping at Target Australia, the landing page can encourage customers to choose Target over other retailers selling LEGO Super Mario.
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Ensures that a large segment of Australian online shoppers can easily access and navigate the landing page on their preferred devices.
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Reinforces the perception that Target Australia understands and caters to the needs and interests of its Australian customer base.
Results
Looking back at the LEGO Super Mario landing page for Target Australia, it was clear we achieved success through several key indicators.
We saw a significant increase in engagement from Australian users, with longer dwell times and lower bounce rates, suggesting the localised content and clear explanations resonated well.
The targeted promotions and highlighting of Target Australia's specific benefits demonstrably drove sales of LEGO Super Mario products through the online platform.
Furthermore, the positive feedback, even anecdotally from local customers, indicated that the page effectively communicated the unique interactive play experience, making it easier for families and gamers across to understand and ultimately purchase the LEGO Super Mario range.
The landing page solidified Target Australia's position as a key destination for this innovative LEGO theme within the Australian market.
