How To with John Wilson

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How To With John Wilson

HBO

INFLUENCER MAILER CAMPAIGN

2.3M

COMBINED IMPRESSIONS

1.2M

SOCIAL IMPRESSIONS

900+

FANS SERVED

100+

INFLUENCERS GIFTED

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“THANK YOU FOR REMINDING ME I AM NOT ALONE IN THIS WORLD AND INSPIRING ME” - Super Fan

AN INFLUENCER AND FAN MAILER CAMPAIGN THAT GARNERED 2.3M+ SOCIAL IMPRESSIONS!

HBO enlisted IHC to imagine an engaging promotional campaign for the debut season of How To with John Wilson. The program evolved into a targeted series of gift packages filled with exclusively designed merch items all in the tone of the show.

Following the premiere episode, mailers were shipped out to a hand-selected list of 100+ cultural influencers. To maintain excitement, over 700 super fans were rewarded throughout the season for tuning in with their own packages.

The response was overwhelmingly positive. An outpouring of posts and enthusiastic fan feedback demonstrated great appreciation for both the show and the thoughtful promotional items.

INFLUENCER CAMPAIGN

To start, IHC curated a select group of 100+ influencers to receive the gift mailers and advance episodes. Targets included fans of Nathan Fielder, NYC and LA based comedians, quirky musicians, TV/film industry insiders, illustrators and internet personalities. Influencers included Hannah Einbeinder, Phoebe Bridgers, Rosa Salazar, Kate Berlant, Zack Fox and many more.

FAN CAMPAIGN

Following the second episode, IHC began direct fan outreach to over 900 John Wilson followers and admirers. From rewarding those who posted to individual DMs to the most die-hard fans, the campaign increased online conversation about the show and got audiences excited for the mailers.

Social influencers in their own right — from internet sensations like Kyle the Goose and Paige Elkington, to rising filmmakers, photographers and artists — were excited about the show and thrilled to receive a surprise merchandise package, which they shared with all their followers.