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Partners:
Roles:
Ideation, Creative, Production, Outreach, Fulfillment
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How To with John Wilson

An influencer and fan mailer campaign that garnered 2.3 million + social impressions.

HBO enlisted IHC to imagine an engaging promotional campaign for the new show How To with John Wilson. The final program evolved into a targeted series of gift packages filled with exclusively designed merch items. 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 were excited about the exclusive items and many shared them on social media, which led to over a million social impressions.

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 established actors like Rosa Salazar, 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. This resulted in over 1.2 million social impressions.

3D INTERACTIVE MICROSITE EXPERIENCE

An earlier version of the campaign was based around a fully digital and immersive bodega microsite to celebrate the release of How To with John WilsonThe virtual experience was built to serve as a way for influencers and fans to win exclusive merchandise. Due to show talent’s creative shift, the site ended up not being used for the campaign.  However, it stands as an excellent example of capabilities. 

The mobile-friendly site was created to work on any platform and recreate a short and simple, yet hilarious walk through a bodega. Completely designed from scratch down to every individual item, those that attended would have had the option for two stops inside. Each would have revealed clips from the show or gained access to exclusive merchandise on a weekly basis.

Watch the full 3D tour below:

MERCH DESIGN

The digital bodega campaign was to feature a new, exclusive T-shirt on a weekly basis, each tied to that week’s episode. In addition, both influencers and fans had two different gifting experiences. To accommodate this, IHC designed an extensive line of merchandise for the show including t-shirts, packaging and a wide variety of specialty items.

 

Partners:
Roles:
Ideation, Creative, Production, Outreach, Fulfillment
Share

How To with John Wilson

An influencer and fan mailer campaign that garnered 2.3 million + social impressions.

HBO enlisted IHC to imagine an engaging promotional campaign for the new show How To with John Wilson. The final program evolved into a targeted series of gift packages filled with exclusively designed merch items. 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 were excited about the exclusive items and many shared them on social media, which led to over a million social impressions.

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 established actors like Rosa Salazar, 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. This resulted in over 1.2 million social impressions.

3D INTERACTIVE MICROSITE EXPERIENCE

An earlier version of the campaign was based around a fully digital and immersive bodega microsite to celebrate the release of How To with John WilsonThe virtual experience was built to serve as a way for influencers and fans to win exclusive merchandise. Due to show talent’s creative shift, the site ended up not being used for the campaign.  However, it stands as an excellent example of capabilities. 

The mobile-friendly site was created to work on any platform and recreate a short and simple, yet hilarious walk through a bodega. Completely designed from scratch down to every individual item, those that attended would have had the option for two stops inside. Each would have revealed clips from the show or gained access to exclusive merchandise on a weekly basis.

Watch the full 3D tour below:

MERCH DESIGN

The digital bodega campaign was to feature a new, exclusive T-shirt on a weekly basis, each tied to that week’s episode. In addition, both influencers and fans had two different gifting experiences. To accommodate this, IHC designed an extensive line of merchandise for the show including t-shirts, packaging and a wide variety of specialty items.