We’re excited to share that we have been working with Haspel, the 105-year-old New Orleans brand known as the originator of the seersucker suit, for the past six months. Our first task was to revitalize Haspel’s Facebook and Twitter presence, followed by introducing the iconic brand to Instagram and Pinterest. In just 5 months, we have more than tripled Haspel’s Facebook fan base and garnered more than 1,000 Twitter followers.
Our most recent social media campaign with Haspel aimed to promote the return of National Seersucker Day (NSD) on June 11, 2014. Once a Capitol Hill tradition, the annual holiday fell by the wayside until Haspel partnered with Congressman Bill Cassidy to revive it. We sparked conversation about the history of seersucker, NSD and Haspel during a three-week countdown on Facebook, Twitter and Instagram. To further promote awareness and the celebration, we held contests across our three social media platforms and gave away three custom-made seersucker suits. Since social media is all about creating conversations, we created #SeersuckerDay as an easy way to track and respond to fans across the country. Jonah Hill, actor and star of the new movie “22 Jump Street,” also contributed to spreading NSD awareness by tweeting #SeersuckerDay along with a picture of him wearing a Haspel seersucker jacket. Hill’s tweet received 346 retweets and 2,461 favorites, significantly expanding our audience reach.
In under one month we made over 55,690 impressions on Facebook related only to National Seersucker Day, and our Instagram following more than doubled in the week leading up to NSD. #SeersuckerDay was mentioned in 710 tweets by 575 individual contributors, resulting in almost 6 million impressions. The summer style holiday received national recognition on CBS, Bloomberg Businessweek, The Washington Times, Los Angeles Times and Esquire.
Founded in 1909, Haspel was relaunched for Spring/Summer 2014 by Laurie Haspel Aronson, the founder’s great-granddaughter. For more information about this iconic menswear brand and to see more of MESH’s work, visit www.facebook.com/haspelclothing or www.haspel.com.