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.