Creative Brief + Situation Analysis: TEMU

Temu is an online marketplace that connects customers directly with cost-efficient producers, allowing for competitively priced goods.

Launched in 2022, Temu is already competing with the likes of Shein and Wish. It is set to become one of the most downloaded e-commerce applications in North America.

This Temu case study was a part of our group course work for 'Creative Brief Development and Strategy' at Humber. This was created in cooperation with the following people:

Richelle Dsa

Jhenny Lynne Castillo

Siddhi More

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The Ask:

The project was divided into two parts. Part A was designed to provide in-depth analysis of the brand, its business proposition, and other secondary research components. Part B was heavy on primary research, which helped us create a comprehensive chocolate microscope brief.

The Process:

Within our secondary research, we were expected to do a situational analysis of the brand and unearth the 3C's that define Temu's positioning in the market. Once we submitted our secondary research, our professor, David Williams had interesting insights to share on our project. For someone who wasn't aware about Temu, he really appreciated our nuanced approach in covering the company's business model.

The next step was to conduct interviews and expand on our primary research. This is the area where I took charge and conducted the majority of the interviews independently. This process began with identifying the right stakeholders for the interview to eventually contacting and convincing them. Once we our respondents in place, we floated a consent form that defined the purpose, usage and outcome of this exercise. Additionally, the promise of participant confidentiality was also mentioned in this form. As we received their approval, we went straight into interview mode and interviewed at least 35-40 within our focused target group.

Recording our thoughts and observations along the way, the interview process took approximately 2 weeks to conclude. Post which, we sat and streamlined our insights together to write a very detailed creative brief. After a week of attempting and re-attempting to write the brief, we ended up with a very strong brief that not only spoke to the average Temu consumer but also strengthened Temu's reputation as an online e-commerce provider.

The Result:

A strong, nuanced creative brief that attempts to promote and safeguard Temu's reputation as a trusted e-commerce platform

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Download the PDFs below to view the analysis and creative brief.

TEMU: Situational Analysis

TEMU: Creative Brief