ONWAVE started in 2024 in Marylebone, London, with a clear idea: effortless elegance for confident, modern women. Think silk-lined blazers, hand-embroidered vests, flowing silk organza skirts and knit sets with beautiful detail.

The clothes were premium. The challenge was making sure the right women could actually see them, on the platforms where they spend their time.

ONWAVE brought in Duo Digital to run TikTok Ads, Facebook Ads and social media marketing, with one goal:

Get a young premium brand in front of the right shoppers, and give them a reason to follow, trust and buy.

The Challenge
Selling pieces from £220 to over £500 is a different game from fast fashion. Shoppers think before they buy, and a new brand has to earn that trust fast. ONWAVE faced a few real hurdles:

• A young brand competing with established London labels
• A premium price point that needs strong visuals and storytelling to justify
• Craftsmanship (silk, embroidery, knit detail) that doesn’t show in a quick scroll
• Low awareness on TikTok, where fashion discovery now happens
• A need to turn first-time visitors into customers
• Reaching shoppers in UK markets.

What We Did
We treated social and ads as one system. Organic content builds the brand, and ads put the best of it in front of more people.

Social Media Marketing

• Monthly content planning across Instagram and TikTok
• Short-form video: styling clips, close-ups of embroidery and fabric, outfit transitions and collection teasers
• Content around key collections like Pre-fall, Knit Sets and Exclusive
• Branded visuals that keep every post feeling like ONWAVE
• Community management and engagement

TikTok Ads

• Native-style videos that feel like TikTok, not like adverts
• Strong hooks in the first two seconds
• Creative testing across styling angles, product details and offers
• [Spark Ads / In-Feed Ads, confirm what you ran]

Facebook Ads

• Collection and product ads for best sellers and new arrivals
• Retargeting for visitors who viewed products or abandoned their cart
• Audience testing to find the shoppers most likely to buy premium pieces
• Ongoing creative and budget optimisation

Creative Direction
Premium fashion sells on feeling. We kept everything calm, refined and wearable:

• Soft, clean visuals that let fabric and detail do the talking
• Real styling ideas so shoppers could picture the piece in their own wardrobe
• One consistent look across social, ads and the website
• Short, simple captions with a clear next step

Results

• 10X increase in reach and impressions across TikTok and Meta
• 4X growth in followers and engagement
• 20X ROAS
• 200+ website visits and 10 orders from ads in 2 weeks
• A brand that looks and feels the same everywhere a shopper finds it

What Made the Difference
For a premium brand, trust comes before the sale. We showed the quality, not just the product: the stitching, the drape, the way a piece moves. Then we put that content in front of the right people, again and again, until ONWAVE felt familiar. Organic content and paid ads worked as one, with the best-performing posts becoming ads.

Services Delivered
✓ Social Media Strategy
✓ Content Planning & Calendar
✓ Reels & Short-Form Video
✓ Creative Design
✓ TikTok Ads Management
✓ Facebook Ads Management
✓ Retargeting & Audience Building
✓ Community Management
✓ Performance Reporting

Client Outcome:

“We weren’t getting any sales from TikTok ads before partnering with this agency. Their expert strategy and campaign optimisation helped us turn things around and achieve great results, driving real sales and business growth.”

Visit ONWAVE: onwavelondon.com