From zero presence to proven performance.
From wholesale heritage to social-first success, we built a consumer brand designed to sell.
Social Media Strategy
TikTok Shop Setup & Optimisation
Instagram & TikTok Management
Brand Development & Messaging
8.2%
Average Engagement Rate (6 Months)
21,000+
Impressions in First 6 Months
200+
Followers Gained as a New Brand
100%
Initial Sales via TikTok Shop
SummerBlue is the consumer-facing brand launched by Harfield Tableware – a long-established B2B manufacturer of high-quality reusable plastic tableware. After years of supplying wholesale to sectors including healthcare, education and community organisations, the business identified an opportunity to enter the retail market. SummerBlue was created to bring their durable, practical and design-led products directly to consumers.
SummerBlue needed to launch as a completely new brand – with no social presence, no existing audience, and no defined brand guidelines.
The objective was clear: build awareness, create a recognisable identity, and generate sales through social media.
The focus was on reaching a diverse consumer audience, from parents and outdoor enthusiasts to meal-preppers and sustainability-conscious shoppers, while positioning SummerBlue as both practical and aesthetically appealing.
We weren’t working in an easy market
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The audience
The B2C market was far broader and more segmented than Harfield’s traditional wholesale base. SummerBlue needed messaging that appealed to multiple consumer groups – while still feeling cohesive and recognisable as one brand.
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The environment
The homeware and reusable product space is highly competitive, especially on platforms like TikTok and Instagram where trends move quickly and attention spans are short. Standing out required speed, relevance and creativity.
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The complication
There were no brand guidelines, no content assets, and no existing strategy.
On top of that, products were already listed on Amazon – meaning the brand risked competing against itself without a clear social commerce plan.
To successfully launch SummerBlue into the B2C market, First Internet developed a strategic and research-led social media approach.
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Platform Strategy
They identified TikTok and Instagram as the primary platforms to reach key audiences, supported by Facebook and Pinterest to broaden demographic coverage.
This multi-platform approach ensured the brand could engage both younger, trend-driven users and older, family-focused audiences, maximising reach and visibility across different consumer groups.
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Content & Brand Development
Extensive research into trends, hashtags and popular content helped shape both the product focus and overall content strategy.
Alongside this, the team established a clear brand identity from scratch, including tone of voice, colours and messaging, ensuring a consistent and recognisable presence across all social media channels.
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Optimisation & Sales Strategy
Social media accounts were fully optimised, with regular, engaging video content created to increase visibility and interaction.
In addition, TikTok Shop was introduced as a direct sales channel, allowing customers to easily purchase products while helping the brand compete effectively in a crowded market.
We didn’t just meet expectations, we went above and beyond.
The strategy delivered strong results in a short period of time, clearly demonstrating its effectiveness.
Within just a few days of launching, SummerBlue achieved its first 10 sales through TikTok Shop, highlighting the success of social commerce.
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Over the first six months, the brand generated more than 21,000 impressions and achieved an average engagement rate of 8.2%, significantly exceeding the typical industry benchmark of 1–3%.
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The brand also experienced steady audience growth, gaining over 200 followers as a new startup, helping to build brand awareness and a loyal audience.
SV Clinic
Summerblue
