Desklib
Background
Desklib is an academic support platform offering AI-powered tools like AI Homework Help, AI Grader, and a large library of study documents. Prior to Ad2Connect’s involvement, Desklib’s Instagram lacked visual alignment with the brand’s website, had low traction, and did not reflect the aspirations or expectations of a tech-driven global student base.
Objective
To build a scalable and globally appealing Instagram presence for Desklib, tailored specifically for international students across the US, UK, Canada, Australia, and Europe. The objective was to improve reach, enhance visual and content appeal, and position Desklib as a smart, reliable AI study companion for a diverse, globally dispersed student audience.
What did we do
- Overhauled the visual identity using a modern, AI-native aesthetic in sync with Desklib’s new website
- Developed a content strategy focused on universally relatable academic themes to resonate with students from different education systems and geographies
- Created dynamic post formats that explained key product tools (AI Grader, Homework Help, etc.) in visually digestible ways
- Built hype using storytelling, trending reel styles, and platform-native transitions
- Crafted messaging with a global tone while keeping content accessible and jargon-free
- Maintained design consistency, ensuring relevance for a culturally and academically diverse audienc
Impact
Increased followers from 3,000 to nearly 8,000 within 90 days
Grew organic reach from 2.4K to 7.5K in just 60 days
Attracted inbound DMs from international students and micro-influencers, leading to initial collaboration interest
Achieved consistent brand identity across social and website touchpoints
Successfully positioned Desklib as a future-facing academic ally, adaptable across regions and study styles
