Embracing the Magic of The Emerald City

Our Response

• To sprinkle a little Emerald City magic across retail, LtPR devised a two-part influencer strategy that supported both the Wicked and Wicked: For Good film launches – each tailored to its retail partner while keeping the heart, humour and spellbinding spirit of Wicked at its core.
• For both campaigns, we selected creators who naturally embodied Wicked’s themes of sisterhood, friendship and family. Working closely with each influencer, we ensured content felt enchantingly authentic while still delivering a clear call to action for families to discover the exclusive Wicked ranges available at Smyths Toys and ASDA.
• The Smyths Toys campaign ignited early excitement with colourful unboxings. This was elevated by a fantabulous bonus moment when both influencers were whisked away to an exclusive Wicked screening. Their early access to the film sparked a wave of organic content that deepened their connection to the brand and amplified conversation ahead of release day.
• For ASDA, our approach shifted into cosy, heart-warming storytelling. Through a magical Mummy & Me journey, our family lifestyle influencer captured the joy of discovering ASDA’s Wicked-inspired treats, toys and movie-night must-haves, followed by a spellbinding at-home celebration that showed families exactly how easy it is to “Bring the Magic of Wicked Home with ASDA.”
• Together, these campaigns created a powerful Emerald City ripple – blending retail storytelling, fan excitement and cinematic anticipation to drive families in-store, inspire at-home Wicked moments, and fill social feeds with a little bit of green, glittering wonder.