Proxus is an AI-powered study platform that helps university students learn, organize notes, and prepare for exams.
They started investing in TikTok in March through a network of student creators.
The creators either film themselves studying or talk directly to the camera about how studying used to be difficult, but now everything changed thanks to the site.
583.5K views
292.9K views
Views are slowly starting to grow, but that's not the interesting part of this strategy.
One creator posted a video with this hook:
"Cuando por fin suben las notas y ves la remontada histórica que te acabas de marcar:" → "When your grades finally go up and you see the historic comeback you just pulled off."
And suddenly the comments explode. Everyone starts writing "manifesto" nonstop
One girl started it, and the rest followed.