We Helped ZhongAn Insurance Activate Gen Z Creators to Drive Financial Awareness and Build Trust Among Young Audiences

ZhongAn is a digital-first insurance provider redefining how younger generations engage with coverage and protection. To educate and influence Gen Z consumers across North America, ZhongAn partnered with EXPANSIO to launch a targeted influencer campaign focused on everyday relevance, demystifying complex financial topics like international health coverage, student protection, and travel insurance. The campaign successfully bridged trust gaps through lifestyle creators, educational storytelling, and culturally contextualized messaging.

ZhongAn is a digital-first insurance provider redefining how younger generations engage with coverage and protection. To educate and influence Gen Z consumers across North America, ZhongAn partnered with EXPANSIO to launch a targeted influencer campaign focused on everyday relevance, demystifying complex financial topics like international health coverage, student protection, and travel insurance. The campaign successfully bridged trust gaps through lifestyle creators, educational storytelling, and culturally contextualized messaging.

ZhongAn is a digital-first insurance provider redefining how younger generations engage with coverage and protection. To educate and influence Gen Z consumers across North America, ZhongAn partnered with EXPANSIO to launch a targeted influencer campaign focused on everyday relevance, demystifying complex financial topics like international health coverage, student protection, and travel insurance. The campaign successfully bridged trust gaps through lifestyle creators, educational storytelling, and culturally contextualized messaging.

year

2025

Client

ZhongAn Insurance

timeline

1.5 months

year

2025

Client

ZhongAn Insurance

timeline

1.5 months

year

2025

Client

ZhongAn Insurance

timeline

1.5 months

The Challenges

Low Engagement with Financial Services Among Gen Z

Young users tend to avoid or ignore insurance-related topics due to perceived complexity and irrelevance.

Lack of Cultural and Situational Context

Cross-border users (especially students or new immigrants) needed tailored messaging that spoke to their real-life pain points.

Trust Barrier in a Skeptical Audience

Financial products—especially from lesser-known providers—require elevated trust and social proof before consideration.

The Challenges

Low Engagement with Financial Services Among Gen Z

Young users tend to avoid or ignore insurance-related topics due to perceived complexity and irrelevance.

Lack of Cultural and Situational Context

Cross-border users (especially students or new immigrants) needed tailored messaging that spoke to their real-life pain points.

Trust Barrier in a Skeptical Audience

Financial products—especially from lesser-known providers—require elevated trust and social proof before consideration.

The Challenges

Low Engagement with Financial Services Among Gen Z

Young users tend to avoid or ignore insurance-related topics due to perceived complexity and irrelevance.

Lack of Cultural and Situational Context

Cross-border users (especially students or new immigrants) needed tailored messaging that spoke to their real-life pain points.

Trust Barrier in a Skeptical Audience

Financial products—especially from lesser-known providers—require elevated trust and social proof before consideration.

The Solutions

  • Curated 20+ Niche Lifestyle & Study-Abroad Creators

Selected creators who could embed insurance education into real-life content such as dorm life, overseas hospital visits, or travel prep.


  • Designed Content Framework: “What If It Happens?”

Guided influencers to lead with personal anecdotes and “what if” scenarios, offering solutions naturally rather than pitching.


  • Localized Messaging and Cultural Contextualization

Adapted core messaging for bilingual delivery, ensuring both relatability and clarity among global Chinese youth and international students.


  • Integrated CTA & Traffic Collection

Embedded direct-action elements via link-in-bio placements and story Q&A interactions, leading to increased inquiry and CRM lead growth.


The Result

2M+

Targeted Impressions

+160%

Insurance DM Surge

+12K

Creator Engagement

Other

impacts

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Other

impacts

 we made

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