How ZhongAn Insurance seeded medical cover through lifestyle videos on Douyin

The creative motif is a conflict in spending values: young consumers spend freely on milk tea and trainers while leaving no budget for health protection. Lifestyle vlogs and spoken scripts use illness experiences to reverse those priorities, presenting 众民保百万 (Zhongmin Bao Million Medical Insurance) as security in daily life rather than a lesson in policy terms. The scripts repeatedly explain eligibility for people with pre-existing conditions who qualify, cover for drugs and devices purchased outside the list, a payout limit of six million yuan and a monthly premium in the low thirties.

The campaign addressed urban women aged 25–35, including new mothers and viewers concerned about abnormal health-check results or their families’ health. Stories covered women buying cover for themselves, couples discussing protection and adult children arranging it for their parents. There was no promotional discount or urgency device; the work stayed at the seeding stage, using emotional relevance and a low monthly price anchor to encourage active interest.