Hand Over Enterprise SL
Scaling internationally with a strategy designed to reach high-intent shoppers
The objective
Driving international sales for a fast-growing women's fashion brand
Founded in Madrid in 2020 by Ariadna Díaz, Hand Over design women’s boxer shorts inspired by the comfort and effortless style of wearing your ex-boyfriend’s boxers.
The concept quickly gained traction on social media, helping the brand build a highly engaged community and establish a distinctive identity within the fashion space. Since launching, Hand Over now offer a broader fashion range beyond its signature boxers.
The organic TikTok profile for @handovercom has played a central role in the brand's growth. Now, with over 35K followers, the brand’s organic presence and creator-led strategy consistently drives product discovery, community engagement, and conversation.
Working with their agency, Scaling Brands, Hand Over launched this campaign as part of an ongoing always-on TikTok advertising strategy. The primary objective was to drive online sales and support international growth. Alongside direct sales, the campaign aimed to increase product discovery, improve ROAS, and capture high-intent demand.
The solution
Building sustainable growth with an always-on creator driven strategy
The campaigns across multiple international markets including the USA, Spain, the United Kingdom, Europe and Australia. The fashion brand adapted its activity throughout the year to align with key seasonal moments such as summer campaigns focusing on lifestyle-led content and promotional periods such as Black Friday.
To support its goals of driving online sales, improving ROAS and capturing high-intent demand, the brand combined Conversion Campaigns, Spark Ads and Search Ads. Spark Ads allowed Hand Over to amplify content from creators while preserving the native look and feel of organic TikTok posts. Search Ads helped the brand appear alongside relevant user searches, reaching audiences actively looking for fashion inspiration and products.
The creative strategy centred on authentic creator-led content and UGC. Creators including @princesschlomain, @oli.s and @ebtatton showcased products in their own style and everyday environments, helping the content feel natural within users' feeds while supporting ongoing product discovery.
Alongside its always-on activity, Hand Over tested the impact of Search Ads within the US market by comparing performance against standard conversion campaigns running during the same period. This approach allowed the team to evaluate how Search Ads could complement Spark Ads and support more efficient acquisition as the brand continued to scale internationally.
The results
Achieving exceptional ROAS by reaching high intent shoppers
The campaign delivered strong results for Hand Over, reaching more than 2.4 million people globally through Spark Ads while achieving a 9.7 ROAS across international conversion campaigns. In the US market, the addition of Search Ads generated a 11.7% improvement in ROAS and increased conversion rate by 33% compared with standard conversion campaigns running during the same period.
TikTok played a central role in helping the brand achieve its international growth objectives through authentic creator-led content. Spark Ads allowed Hand Over to amplify high-performing organic videos while maintaining the native feel that had already proven successful on the brand's TikTok account. At the same time, Search Ads helped capture high-intent users actively searching for fashion inspiration and trending products, contributing to stronger conversion performance.
A key driver of success was the volume and variety of creative running across each market. Multiple Spark Ads from different creators, featuring different products and content styles, helped prevent creative fatigue and maintain performance over time. The brand also kept creator briefs intentionally light, allowing content to feel natural and closely aligned with how users engage with TikTok.
Beyond the performance metrics, TikTok has become one of Hand Over's primary product discovery channels and has helped strengthen brand recognition among Gen Z audiences across multiple international markets. The strategy enabled the business to scale internationally while maintaining the authentic, community-driven identity that has been central to the brand since launch.
This is a TikTok case study and is solely for informational purposes. Past performance does not guarantee or predict future performance.
Spark Ads allowed us to scale internationally while keeping the content authentic and community driven, which has always been a core part of Hand Over."