In February 2023, the budget shopping platform Temu announced itself on the world stage in the brashest way possible: becoming one of the youngest ever brands to buy a Super Bowl advertising spot.
“Download the Temu app and shop like a billionaire,” a voice proclaimed in the 30-second commercial, as a woman danced on screen and ordered a series of outlandishly cheap items: from a US$8.99 dress to a US$4.99 wig.
The commercial – which aired twice during the game, costing Temu an estimated US$14 million – was part of a marketing blitz by the platform, as it tried to introduce American consumers to a marketplace built on ultra-low prices, a wide array of products, and a gamified shopping experience.
That expense paid off: Temu’s downloads jumped 45 per cent on the day of the Super Bowl campaign compared with a day earlier, according to a report by trade outlet ModernRetail, citing Sensor Tower data.
