Online marketplace Temu’s “Make Your Wishes Come True” Super Bowl LVIII spot was the most popular ad-related search term, according to an analysis of Google Trends search data by the promotional products company. pens.com. Data shows that searches from the US for this commercial and the company behind it increased by 1,139%.
The 30-second spot features computer-animated shoppers dancing through an orange dream sequence as dozens of discounted products offered through Temu magically appear. Other characters also have emotional shopping experiences as the narrator encourages customers to “shop like millionaires.”
Temu’s growing profile among bargain-conscious online shoppers may have put its name on the virtual marketplace map, but the companies behind it may be facing some financial burden. Without a willingness to take on mainstream recognition for a niche application, game, or online service, it can remain elusive. danger. The initial cost for his one Super Bowl spot is significant, but the rewards for a small but growing company are equally significant.
Battle for 2nd place
The success of Temu’s search data is even more impressive considering the notoriously competitive Super Bowl commercial market. Temu’s self-promoting spots faced significant challenges from more established and less controversial brand names such as Volkswagen and Disney. “Temu” has 190% more searches on Google Trends than either of his two high-profile companies.
Considering the average cost of a 30-second Super Bowl commercial from concept to airtime, Tem may have invested $6.5 million to $7 million in production costs. First time viewers of Super Bowl LVIII There is a distinction between game fans, halftime show fans, and commercial fans, but the number remains at around 120 million. The game went into overtime, a rarity for the Super Bowl, giving more advertisers the chance to air coveted in-game spots.
Photographed with Temu’s promotional arm
The Temu platform, the US arm of Chinese e-commerce giant Pinduoduo, has only been around since September 2022, but it is still expanding into major international markets. This application competes with leading online shopping outlets such as Amazon, Etsy, and Google Marketplace. Some critics have compared Temu to Wish.com, another controversial low-cost online marketplace.
Company’s Performance concerns This includes undelivered packages, unexpected charges, incorrect orders, and ignored customer service. Temu has already acknowledged more than 30 complaints to the Better Business Bureau, and the BBB customer rating is less than 1.5 stars.
Temu’s business practices also confront me.International criticism and litigation.Like many other mainland Chinese companies, Temu’s parent company is clearly 996 work schedule, employees work six days a week from 9 a.m. to 9 p.m. Vendors also note that the company demands very deep wholesale discounts, to the point of financial loss.these product Often used as a free promotional item for new customers or as a premium for loyal shoppers.
However, with positive exposure through large-scale campaigns, including these new Super Bowl ads, Temu is able to attract potential customers, especially minimum retail price Regarding products that may be considered luxury goods, such as electronics and designer products clothes, imported foods, etc. Many customers appear willing to accept the risk of damaged or expired goods in order to benefit from the company’s deep discounts, which are offered primarily by China-based suppliers.
Will Tim reap the benefits of his Super Bowl investment?
Startups, service providers, or app developers often take significant financial risks by investing in a single Super Bowl spot instead of cheaper traditional advertising mediums.
In some cases, that bet pays off, and potential customers develop a favorable opinion of the company based on the appeal of the commercial itself. Additionally, ad spots may quickly fade from public memory or air during times when the game’s viewership is at its lowest.
The challenge for startups like Temu is to create memorable Super Bowl spots that go viral and drive engagement after the game.
“Already averaging 4.6 million online searches per month in the U.S. alone, Temu is well on its way to becoming the leading shopping app in the U.S.,” a spokesperson said. pens.com comment.
“In 2023, the brand is estimated to have spent $1.7 billion on marketing alone. Since its Super Bowl debut last year, the platform has expanded to three slots this year, but it has sparked significant controversy along the way as the company grapples with ethics accusations. That night, it emerged as the undisputed leader among its competitors, and its high-profile popularity established it as a substantial player in the industry. ”
This article was created by Media decisions Syndicated by Wealth of Geeks.