打破保险营销惯性，看中国人寿如何以内容撬动人心？

Core Insights - The article discusses the success of China Life's self-produced IP "Insurance Night Talk: Let's Go to Her Home," which has garnered 150 million total views and 2.57 million likes across platforms, marking it as a breakout content in the insurance industry [2][19] - The program effectively shifts the focus from traditional insurance marketing to genuine life planning discussions, resonating with users and breaking the typical sales-oriented narrative [2][4] Group 1: Content Strategy - The content strategy involves a multi-dimensional upgrade, transitioning from a "brand-centric" approach to a "user-centric" one, fostering trust and engagement [4][22] - The program reconstructs scenes by literally visiting different women's homes, allowing guests to take the lead in conversations, which creates a more authentic and relatable atmosphere [6][11] - The choice of guests is strategic, featuring influential women from various fields who resonate with the target audience, thus enhancing relatability and engagement [7][9] Group 2: Emotional Engagement - The program follows a clear emotional-cognitive-action chain, starting with relatable life stories that build emotional resonance before discussing insurance topics [12][14] - Real-life anecdotes shared by guests, such as financial planning and personal challenges, evoke empathy and prompt viewers to reflect on their own life choices [14][15] - The content encourages discussions around risk awareness and insurance needs without overtly promoting products, making the information feel more relevant and useful to viewers [15][19] Group 3: Long-term Value and Brand Positioning - The initiative aims to establish a content moat for the brand, differentiating itself in a market where users struggle to distinguish between products [20][22] - By positioning insurance as part of life planning rather than a mere product to sell, the brand enhances its image as a life companion rather than just a transactional entity [22][23] - The long-term trust built through this content strategy is seen as a significant competitive advantage, as users are likely to remember the brand when making future decisions [22][23]