Temu, an e-commerce platform specializing in affordable quality products, made a bold statement in its first year of operation by running an advertisement during the Big Game. This achievement makes Temu one of the youngest companies to advertise at this high-profile event, a testament to the company’s rapid growth.
Founded in September 2022, Temu has quickly established itself as the go-to destination for the best value and quality products among budget-conscious shoppers. Its mobile app quickly climbed the app rankings, surprising industry insiders. The Temu app has been the most downloaded app in major US app stores since late last year, earning it the informal title of “America’s Favorite App”.
Now in the middle of his rookie season, Temu has again rewritten the playbook, sharing the biggest advertising platform with household names like General Motors, Pepsi and Heineken.
Temu’s 30-second commercial is titled “Shop Like A Billionaire” and follows the adventure of a protagonist as she experiences the joys of shopping on the Temu app. Her face lights up when she realizes that the shopping possibilities are endless at such low prices. From the latest trends to tools, headphones and more, Temu has something for everyone. “I feel so rich,” plays the cheerful jingle, “I feel like a billionaire.”
As the spot ends, excited shoppers fill the streets, dancing and celebrating Temu’s arrival. Created by Saatchi & Saatchi and directed by Robert Jitzmark, the spot premiered in the first quarter, followed by a third quarter appearance and two post-game airings.
Temu’s pursuit of maximizing value for consumers
“We are very excited to be part of the Big Game 2023 franchise and to share Temu’s mission of quality at affordable prices,” a Temu spokesperson said. “Using the biggest stage possible, we want to provide more consumers with the exciting shopping experience of the best products at the best prices on Temu.”
Temu’s decision to spend millions on the Big Game spot — Ad Age reports a 30-second spot costs $7 million — could pay off if the presence increases brand recall among consumers, analysts say of the sector. Temu is backed by PDD Holdings Inc., a Nasdaq-listed multinational business group that also owns social commerce platform Pinduoduo. PDD Holdings has a market cap of more than $100 billion and revenue of $17 billion for the 12 months ending September, up $5.2 billion.
Temu attributed the lightning speed at which it grew its multi-category marketplace to the support of parent company PDD Holdings, which has amassed more than 11 million vendors and serves more than 900 million customers globally through its stores. Temu’s e-commerce platform offers 29 main product categories, including clothing, beauty products, kitchenware and home improvement tools, all from independent third-party retailers.
Timing also explains Temu’s popularity with consumers. Its launch in September 2022 coincided with soaring inflation, allowing it to capture the zeitgeist of post-pandemic spending. Consumers, hit by the end of pandemic-era relief programs, rising costs of living and uncertain job prospects, were poised to get more value from their paychecks.
Temu offers great prices on coveted products
“With our fears of inflation and tighter budgets, now is probably a good time in America to launch a service that offers seemingly endless discounts, free shipping, and a majority of items under $10,” wrote Kirk Miller, editor at InsideHook.
Miller described shopping on Temu as “the equivalent of a hundred neon signs offering discounts” and that the prices are “ridiculously low” for “the products you actually want to buy”.
Temu has received positive reviews from its customers, who are amazed at the savings on purchases that they can spend on something else. A review by Tim R. on Sitejabber, the review site, said, “I used to shop on the most popular sites, but they were really expensive and I didn’t need to buy the article or I exhausted my savings.”
“So glad a friend of mine recommended Temu because she said she shopped there online to save money,” the review read. “There is no turning back, once you tried Temu you seriously changed my life.”
McClatchy Newsroom and its editors were not involved in the creation of this content.
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