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Background — Major P&C Insurance Company A
"Relatable content, plus an active creator culture."
Major P&C Insurance Company A
Delivering product strategies to 39,000 agents was impossible for the HQ training team alone.
Content supply depended entirely on the L&D department — when supply stopped, MAU dropped immediately.
Solution — Major P&C Insurance Company A
"A branch manager's own content got more views than HQ productions."
Major P&C Insurance Company A
Recruited 286 branch managers and field staff as "Learning Creators" to produce short-form content on product knowledge and sales skills.
Audio-format content optimized for on-the-go consumption during commutes, creating a virtuous cycle of production, popularity, and quality improvement.
Results — Major P&C Insurance Company A
12,000+ monthly learning interactions and 3,000+ daily active learners.
Reached content self-sufficiency maturity Lv.3 (distributed) — field teams now create content independently, with 300+ audio assets accumulated.
Insight — Major P&C Insurance Company A
Sustainable content supply determines MAU stability. Only about 20% of 100 companies reach content self-sufficiency Lv.3 (distributed), and this insurer is a representative case of reaching that level through a learning-creator program. The three prerequisites are a low barrier to content production, incentives for field staff, and executive support.
