Group name: Wonder Group

Group members:
Nguyen Ngoc Thuy An s3515329
Trinh Hoang Thin An s3519054
Nguyen Tran Khoi Nguyen s3515603
Caitlin Mountford s3452979
Nguyen Ngoc Thuy Tien s3548183
Course: GRAP2413 Understanding
Advertising Media
Lecturer: Supanida Chantarin
Assignment: Roles of Media in Building
Brand

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BRAND BUILDING AND

ROLES OF MEDIA ON
BRANDING

Case study: OREO Wonderfilled campaign

Lead agency: Martin Agency

Supporting agencies: Starcom MediaVest

Group / 360i / Weber Shandwick
Reported by: Wonder Group
I. Introduction
One of the most important challenges for advertising field is how to
build a brand effectively in the booming of technology. Particularly,
social media, which has made the world smaller and easy to connect
with everyone (Johnston n.d.), people mostly use social media, but
they still keep using others traditional media such as TV, radio or
newspaper in their daily lives. As a result, media become a very
important part in brand building. The question that left for all of
advertiser is that as the flow of information, the brand image has been
changed also, so how the ideas of branding are essential after the
growing? OREO Wonderfilled campaign has shown advertisers a perfect
example of how they adapted media plan to build a brand. This essay
will demonstrate what branding is, how to build a brand and the role of
media in brand building, in case of OREO Wonderfilled campaign.
II. Branding and how to make a brand building process
Websters Dictionary defines a brand as a type of product
manufactured by a particular company under a particular name. It is
essential when discussing the concept of brands to be aware of the
difference between a brand and a brand name. A brand name is simply
a title. The brand is what that title means to the consumer. A brand
encompasses everything that the consumer knows and feels when
they see a brand name. It encompasses both factual and emotional
information about that particular product and company. As Jerry
McLaughlin (2011) states that a brand name exists basically like a
name and it can be changed; but if a company builds a brand, the

brand can be stood in customers mind. To sum up, branding is the

long-term strategy, which is establishing, enhancing and maintaining
the brands core values (Wells et.al 2007). Building a strong brand is
obviously an integral step in running a successful business. Having an
effective brand strategy leads to increased brand awareness, brand
cues, brand personality, brand image, brand equity and brand value
(the brand is measured by the cash flows). As the result, customers
become more loyal to the brand and just choose the products among
others competitors. The process of building a brand can be divided into
two key components. Firstly a company must define a brand to its
customers. It is important to have a clear understanding of what
desires a company wants the brand to be seen and what objectives
that marketers and advertisers aim to achieve with this brand.
Advertisers should develop a personality for a brand. Is it serious or is
the brand personality cheerful and carefree? What makes a brand
stand out to its competitors? - the brand personality. When advertisers
create brand personality, it can seemly open the way for customer find
a brand similar to them. The points that advertisers need to care is
they should know their brand inside out; its strengths, weaknesses,
aspirations, competitors and history. The second step is to establish
your brand in an external context, which means building the
relationship with potential customers through media. Advertisers need
to create a relationship with your consumer so that they might view
your brand the way that advertisers or marketers want them to. In his
work titled Build your brand: the theory David Willows states, a
brand is all about a relationship of trust that is built between the
company and its customer (Willows, 2010, p. 32). Furthermore, by
building a relationship, advertisers can establish 2-way communication,
and as the result, they can deliver the brands core values to the
prospective customers. According to Belch and Belch (2009), each

strategy has the relevant media, which can help to enhance the
creativity of the message carrying over to the communication.
III. OREO Wonderfilled campaign
OREO, the world-famous twist-lick-dunk cookie brand that was
founded by Kraft Foods had just celebrated its 100th birthday in March
2012. Due to this momentous milestone, OREO collaborated with The
Martin Agency to create a remarkable campaign called Wonderfilled
that will reinforce its brand values and position the brands equity for
the next 100 years. (Warc 2014).
This outstanding case study by OREO is analyzed in order to support
the idea of what branding is that was mentioned above and how a
good branding strategy is created.

Big idea and Key message

The premise of the whole campaign is based on the fact that our
society nowadays is suffering with a great deal of crisis from terrorism
to murder or poverty. OREO, as a brand, aims to attach itself to a
positive theme. They want customers to believe that the act of sharing
an OREO can generate positive changes in life. Through Wonderfilleds
message, the public is encouraged to have a broader perspective and
more opened heart on how we see the world. (Schiff, A 2014)

Brand personality

One of OREOs biggest strengths is to have its personality remains

apparent and consistent as a humorous, imaginative and cheerful
brand since the beginning of their operation and of course, throughout
the Wonderfilled advertising campaign. To illustrate this, they use the
image of a cookie - inanimate item and transform it into something
lively, full of emotions and that if it is passed around, it will prompt
positive acts and feelings among people. According to Dholakiya

(2014), having a distinct character for your brand is essential because

it offers the core value that your company presents. Most importantly,
the brand personality must be mold in a way that their target audience
find appealing and engaging. OREOs Wonderfilled did a good job
defining a character for the product as they keep the brands cue
steady through the catchy melody of each song and video they
published during the campaign.

Brand equity

In the Wonderfilled campaign, OREOs ambition is to add more values

to its brand equity. According to Warc (2014), OREO states that the
company wants to enhance their reputation by moving from the icon of
cookies to a iconic brand, which can reach more target audiences.
Wells et al (2007) asserted that the first reason why many advertisers
or marketers run a new campaign on advertising or marketing is to
make the product becomes more valuable, useful and engaging to its
customers. Therefore, to help the brand dominant in the next 100
years, the campaign needs to find a new way to appeal its target
audiences to inspire people sharing their opened-heart to others (Schiff
2014). For the past 100 years, OREO is the iconic cookies with the

message of gathering and togetherness. To move from the iconic

cookies to the iconic brand in customers mind, OREO expands the
brands status, which is sharing OREO cookies to beloved people and
bring positive changes to them. As a result, this key message through
the campaign activities has widely delivered among target audiences
and the brand equity has been approaching to OREOs customers.
IV. Media roles in branding strategy
The OREO Wonderfilled campaign uses various types of media
including outdoor (Buzz marketing, trial and street teams) and indoor
(TV spots, online, radio and cinema) (Warc 2014). In this case, OREO
Wonderfilled campaign has adapted the excellent media plan; this
report will demonstrate 3 roles of media in this campaign.
Firstly, media supports to build the brand personality and deliver the
brand cues. All social media, including Facebook fan page and hashtag
in Instagram, always show the images of Wonderfilled campaign like
OREO Cookies or the OREO packs. It is easy to see the synergy through
all the media, even though each medium plays a specific role with its
own target audience. Furthermore, posting an online video by famous
singers with theme song of the campaign help to draw attention from
customers and remind them about the song. Hence, the more the
video is shared on Facebook or Twitter, the more the key message is
delivered successfully. OREO also organizes some event on the streets,
which aims to target audience and let them know about the campaign.

Secondly, media helps to build the 2-way communication with the

customers; particularly, social media. According to Ots (2008), all
advertisers and marketers believe that media plan plays an essential
role in branding process nowadays, because customers tend to
communicate by media. There is no doubt that an international
company like OREO needs to expand the brand through the world; to
do this a brand has to communicate with people from the diversity of
cultures. Using social media helps the branding process become more
easily to in touch. Thus, building the relationship with customers is
improved. For example, Wonderfilled Facebook fan page has more than
34 million likes and 136,000 followers on Instagram (Duo Group 2013).
Through these social media, OREO stands as a human with the

characters and deliver the information with customers. This point is

very essential, because when a brand can communicate with the
customers, it can enhance the relationship and make customers
become more loyal with the brand due to the same interests or the
same characters.

To sum up, OREO has a wonderful media plan to support the branding
process. Among the growth of social media, many companies
challenge to be a winner in online advertising but some of them can
reach the success. In this case, OREO Wonderfilled campaign runs the
right media to reach the potential customers and interact with the
customers by showing their interests, such as baking tips with OREO,
and how to eat OREO.
V. CONCLUSION

The Wonderfilled campaign is achieving remarkable success after only

a few years of launching is a result of the consolidation in brand
building by focusing on the use of new media. From analyzing the
campaign and the way Oreo executed it, we realized three essential
factors that we - forthcoming practitioners in the industry - need to
remember. That are when it comes to brand building and advertising
media, a brand should be engaging, an advertising strategy has to be
consistent throughout the campaign and the importance of embracing
social media must be considered.
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