On Site B, users can send comments shooting across the screen, or we call 'DanMu' in Chinese. We also accidentally broke the E-commerce selling speed record in the condom category in ChinaWe made a 3 hours video about a couple lining in front a Durex vending machine, live stream on or 'Site B'. To appeal to this behavior, we released our video ad on site-B, short for of one million people watched the ad and 300,000 watched it until the end. For video, the Post-90s are more willing to enjoy on sites like and, where they could send comment shooting across the screen. In a word, the Post-90s are now (and some younger ones of this generations will be) the backbone of Durex's consumers. Also they are more open to premarital sex than Post-80s. They are young, and eager to express themselves. Then we posted it as the live countdown video where users could post live comments on screen.The Post-90s (people who born between the years 1990 to 1999 in urban area) are emerging power in China. Our idea is ‘The best condom deserves your waiting.’ We made a 3 hours long video and it was about a couple literally doing nothing - just waiting for the release of Durex AiR. Strategy: We aim to make the most weird video ad ever. When people start getting involved, it will go viral easily.

It would attract users to generate contents. Animation (MAD), Music (Eastern, Vocaloid themes, and Animation songs), Game (it has many Asian themes but now is mainly MUGEN), Entertainment (reality shows, etc.), Articles (Politics, military related articles with some OTAKU), Drama, etc.Insights: weird stuff is more eye-catchy online. The website divides videos into different types. The others viewers can still see the words or comments. The word or sentences would disappear on that viewer's screen. There may be some unwanted comments shown on screen while watching videos, viewers can block the unwanted word or comment. The comments will overlay on the video screen, called “dàn mù 弹幕”.Įach viewer can create a 'blocking list', which allow users to block some unwanted words or comments. Users can comment on the video while watching. The users can have more interaction and communication while watching videos. The users are able to comment in the comment section or directly put an overlaid comment onto the videos. The users' comments are overlaid directly onto the videos.

AC Musume and TD Musume are the representative icons of AcFun.ĪcFun have basic function that users can upload, view and share videos. The website is initially targeted towards an ACGN(Animation, Comic, Game and Novel) audience, and is currently one of the more influential video sharing website for its target audience. It is the first video sharing website which comments are overlaid on videos. AcFun is an abbreviation of 'Anime, Comic and Fun'. AcFun known as AC for short, is a Chinese video sharing website.

Acfun tv