Source: “Temu App Official Big Game Ad | Shop like a Billionaire”
Did Temu score a major win on Super Bowl Sunday?
The Temu e-commerce site has only been live in the U.S. since September, but that didn’t stop the Chinese-owned marketplace from looking to connect on a long ball during the broadcast of Super Bowl LVII.
Temu ran spots in the first and third quarters during Sunday’s game followed by others during the postgame report and Next Level Chef, which followed the Super Bowl broadcast on Fox. Those spots made it the most-seen brand during and immediately following the Super Bowl, according to iSpot.tv, a cross-platform TV measurement firm, which spoke to RetailWire.
The site, which had not run any other commercials in February, rose to the seventh biggest online retailer by ad impressions with individuals two and above as a result of its commercials. Data from the iSpot Creative Assessment survey found that Temu’s spot was the second-most “colorful” ad during the game. Nearly 20 percent of respondents said they were “much more likely” to purchase the brand’s products/services after watching the commercial.
Temu, which features a wide variety of inexpensive products in the apparel and footwear, beauty and health, home and garden, electronics, office products, pet supplies and sports and outdoors categories, pushed colorful fashion choices and low prices in its spot. “The prices blow my mind. I feel so rich. I feel like a billionaire. I’m shopping like a billionaire,” goes the site’s jingle.
The Temu commercial was the fourth most effective at driving engagement during the Super Bowl, according to EDO, Inc. The spot’s level of engagement with viewers was 10-times the median for spots run during the game. A spokesperson for EDO told RetailWire that it scored the performance of every national spot during the broadcast “based on the measure of incremental online engagement for a brand or product immediately following the airing.”
A NetBase Quid search by RetailWire on social posts mentioning Temu for all of Super Bowl Sunday and Monday showed a count of 47,510, with 31,530 on the day after the game. The number of impressions also jumped on Monday to 56,619,890 up from more than 4.86 million on Sunday. A spokesperson for NetBase Quid said that a majority of the posts appear to have come from bots.
Temu in October passed Shein as the most downloaded shopping app in the U.S., according to MIT Technology Review.
- Temu App Official Big Game Ad | Shop like a Billionaire – YouTube
- Will Temu have Shein-like success as it goes online in the U.S.? – RetailWire
- Super Bowl LVII Scores Average Minute Audience of 118.2 Million Viewers – iSpot.tv
- Warner Bros’ The Flash, He Gets Us, Disney Win Super Bowl LVII With Strong Ad Performance – EDO, Inc./Globe Newswire
- NetBase Quid Reveals Social Media’s Reaction to Super Bowl LVII – NetBase Quid/PRNewswire
- This obscure shopping app is now America’s most downloaded – MIT Technology Review
Discussion Questions
DISCUSSION QUESTIONS: What do you think Temu set out to accomplish with its Super Bowl Sunday commercials? Was it successful?
Poll
Loading …BrainTrust
Honestly, I didn’t remember what Temu sold until I got to the word “billionaire” in the article. If Super Bowl commercials don’t necessarily move the transactional needle then their primary purpose is awareness and in a sample of one, Temu failed. However I suspect that Temu achieved awareness for its target audience. Apparently, I have no desire to be a billionaire!
Temu is already a popular app in the U.S. The Super Bowl commercial has stimulated even more interest and will no doubt boost downloads and ultimately sales. Not least because the low prices and value for money message Temu pushed during the Super Bowl will resonate with many Americans. While there are some questions around their quality and sustainability, the rise of Chinese shopping platforms, including others like Shein, is a threat to incumbents, including Amazon. They may only be nibbling away at market share right now, but the bites they are taking are getting bigger.
The data suggests they were successful if their objective was to introduce themselves.
Now their challenge will be meeting the customers’ expectations. Will searching and ordering be easy? Will the delivery be smooth and prompt? Will the quality of the products exceed the cheap price? And, of course, returns?
Temu’s launch plan was designed to raise visibility, and it has clearly resonated with their target market. Whether they can deliver on the brand promise over time is another game entirely.
Temu is making its ambitious U.S. expansion plans known. (Much like TikTok and Shein.) What better ad placement is there than Super Bowl Sunday to boldly maximize reach?
Its timely pricing strategy aligns with consumer demand for affordable options as inflation remains high.
Temu’s spot was successful at driving brand awareness, web traffic and social media engagement.
From a qualitative standpoint, Temu certainly achieved their objective in driving awareness to the brand. I saw at least two or three spots and all were colorful, cheerful, and interesting, but can they deliver the goods with customer experience, quality, and all the other factors that are so important to the overall retail experience? There’s also the new geo-political issues facing China-based companies given last week’s spy balloon fiasco. It’ll be interesting to watch this unfold.
I think this ad accomplished exactly what it set out to do. It was a very memorable spot, and it inspired an impressive amount of curiosity among viewers who didn’t already recognize the brand. There’s a lot going on during the Super Bowl- people are gathered, there are many commercials competing for attention, etc. Temu’s ad disrupted the noise. In my opinion, that’s a massive share of a Super Bowl ad’s objectives.
Temu’s advertising goal for the Super Bowl commercials was to accelerate its brand awareness in the U.S. Based on the engagement measured by EDO, Inc., the spot’s level of engagement with viewers was 10 times the median for spots run during the game. I would say it was a successful marketing tactic.
They wanted awareness which they achieved. So, yes. Regarding the business itself, I do not know how selling $8 dresses online adds up to a sustainable model — come back and ask this question in a year!
A very stylish ad offering fashion at low prices. How could it not meet the company’s initial expectations? The real victory will be the acceptance of the products, and the level of service received, by the U.S. consumer.
In the case of a new company like Temu, the purpose of a Super Bowl ad is to get the name before the public; so far so good. But without follow-up (ads and exposure) any advantage will be lost. So at this stage I would give a grade of “incomplete.” The survey results I don’t find very meaningful, nor would most of us, I believe (who’ve filled out similar ones, which ask dozens of — often tedious — questions about things we scarcely remember).