The Super Bowl commercials proved to be a significant catalyst for the viral success of two relatively new apps. Microsoft’s Copilot, an AI chatbot, and Temu, an e-commerce platform with unbeatable prices, soared to the top of the download charts after their ads aired. Temu, despite airing commercials in the 2023 Super Bowl, made an even bigger splash in 2024 by running four identical ads and offering a $15 million giveaway. These aggressive marketing tactics paid off as Temu experienced a huge surge in app downloads, more so than it ever had before. With Temu taking the sixth spot on Google Play’s most popular apps, it’s clear that their Super Bowl promotion translated into tangible results.
Temu’s extraordinary growth since entering the U.S. market in September 2022 is evidence of the impact of its aggressive marketing campaign. The ad spend was reflected in the time users spent on Temu during the same period, according to Sensor Tower, which found that users spent an average of 23 minutes a week on it at the end of 2023, compared to 18 minutes for Amazon and 14 minutes for Walmart. However, Temu’s popularity and rapid success sparked concerns, with some questioning the labor conditions and environmental impact behind the cheap products. Despite these concerns, Temu’s Super Bowl advertising strategy and pricing continues to captivate consumers and set the stage for ongoing success in the e-commerce world.
Temu’s investment in extensive advertising and major ad spending on social media platforms like Facebook have paid off, leading to its overwhelming growth and popularity. The company’s success has reached such heights that it has even impacted other e-commerce platforms, with some businesses struggling to compete with Temu’s low prices. Amid its meteoric success, concerns have also been raised about the ethical and environmental implications behind Temu’s cheap products, suggesting that the company will continue to face scrutiny as it maintains its rapid rise in the e-commerce industry.
