How Ant Insurance used 64 creators to seed insurance products on Xiaohongshu
Ant Insurance used the Spring Festival period to turn insurance terms into simple price anchors and everyday medical scenarios. Sixty-five image-and-text posts directed readers to search for products on Alipay, with no discounts or gifts.
Make insurance easier to consider through small costs and concrete needs
From 14 December 2024 to 13 February 2025, Ant Insurance ran the "好险我有蚂蚁保" (Luckily, I Have Ant Insurance, with a pun on good insurance) campaign across multiple insurance products, including 好医保·门诊险 (Good Medical Insurance: Outpatient Insurance), 好医保·少儿长期医疗 (Good Medical Insurance: Long-Term Children's Medical Insurance), 健康福·百万重疾 (Health Fortune: Million-Coverage Critical Illness Insurance) and 行者无忧·境外旅行险 (Worry-Free Traveler: Overseas Travel Insurance). The central idea, "花小钱办大事" (accomplish a lot with a little money), framed cover as a practical backstop. A monthly cost compared with a cup of milk tea made premiums easier to grasp, while zero deductibles and high reimbursement ratios supplied the product detail.
The content spoke to new mothers, urban working women, price-sensitive consumers and families arranging cover for older relatives. Posts began with situations such as paying for treatment, a child’s illness or chronic disease, then used educational explainers, buying guides, claims cases and comparisons. Late-night and parenting settings added context. Every call to action led to an Alipay product-name search; the campaign used no price reductions or gifts.
- Objective
- Product Seeding
- Occasion
- Spring Festival
- Funnel
- Consideration
- Messaging
- Value for Money · Pain-point Hook · Personal Growth · Specs and Performance
- Scenes
- Family and Parenting · Late-night Routine
- Formats
- Science Explainer · Buying Guide
- Trends
- Self-reward Spending · Emotional Value
- Trust
- Word of Mouth
- Discount
- No Discount, Pure Brand Push
What set it apart
| Choice | Share of campaigns |
|---|---|
| Distinctive | |
| Late-night Routine | 3.4%1 in 29 |
| Specs and Performance | 5.9%1 in 17 |
| Science Explainer | 6.8%1 in 15 |
| Word of Mouth | 19%1 in 5 |
| Typical | |
| Value for Money | 82%8 in 10 |
Share of the 118 Xiaohongshu Finance campaigns in the unrandom archive that made the same choice. Counted Nov 5, 2026.
Sixty-four mid-tier creators, led by female KOCs
2.68K–194K
52 creators with a public follower count
Mid-tier Matrix Only
Koc Heavy
Female Dominant
The first step to copy
- 1
Start with the expense, then translate the premium
Open with a recognisable medical or family cost, not a policy definition. Introduce the product through a monthly price anchor, then explain the deductible and reimbursement terms that make the cover useful.
- 2+
More steps in the full teardown
educational formats, claims scenarios, creator casting and the Alipay search route
The full teardown adds
- Reads and engagement for all 65 posts, ranked against similar creators
- Estimated spend and cost per read
- The breakout post, and why it led
- What 469 comments asked for most
- The rest of the playbook
- Casting risks and smart moves
More from the archive
| Campaign | Started | Creators |
|---|---|---|
| How Huabei turned 花呗手账 (Huabei Bill Journal) into a meme-led challenge on XiaohongshuXiaohongshu · Finance | Aug 25, 2024 | 36 |
| How 平安好车主 (Ping An Good Car Owner) used Xiaohongshu and a Shenzhen pop-up for its tenth anniversaryXiaohongshu · Finance | Aug 15, 2024 | 14 |
| How Minsheng Credit Card seeded its Sam's Club card on XiaohongshuXiaohongshu · Finance | Aug 1, 2024 | 27 |
| How 华兴证券多多金 (China Renaissance Securities’ Duoduojin) used a Shanghai Citywalk to build awareness on XiaohongshuXiaohongshu · Finance | Jan 15, 2024 | 15 |
A public campaign observed on Xiaohongshu. unrandom did not run it and is not affiliated with 蚂蚁保子. Analysis by unrandom from public posts, updated Nov 5, 2026. Your brand? Request a correction