Temu prepares second Super Bowl spot to conquer US market
Low-cost eCommerce app continues its aggressive campaign to position itself in America
2' min read
2' min read
The race of Temu to conquer eCommerce in the United States continues unabated, which is why the famous platform - owned by China's PDD Holdings - for the second year in a row has invested a few million dollars for a spot during the 58th edition of the Super Bowl, the National Football League's championship final, scheduled for Sunday 11 February 2024 in Paradis (Nevada).
It is definitely rare for a Chinese company to buy a Super Bowl commercial, mainly because of its cost. But for Temu it seems to be a winning strategy, as it already bought its first commercial last year, underlining how aggressively PDD is trying to penetrate the US market.
In addition to the commercial, Temu will give away $5 million in coupons and credits. And on Super Bowl day, Temu plans to donate another $10 million in coupons.
About last year's ad, it featured a young woman .amazed by the cheap prices on clothing and accessories that Temu has to offer. "The prices leave me speechless. I feel so rich. I feel like a billionaire. I shop like a billionaire' were the key messages.
And in a survey of 150 people conducted by the market research company Zappi, 51% of them said they 'loved' the ad, giving it a score of eight or more on a 10-point scale. While 21% of respondents 'hated' the ad, giving it a score of four or less on the same scale. While more than one in three (34%) viewers felt that the claims made in the ad were not credible.
