Chocolate brand Vochelle bites down on social strategy with iCanvas

Maestro Swiss, the brand owner of Vochelle chocolates, has appointed iCanvas to manage its social media and digital strategy implementation following a pitch. ICanvas is a newly launched business unit by iMedia Group and will also be responsible for Vochelle's key media planning and buying in 2022. The appointment is for a year.

Maestro Swiss's head of marketing, Evans Khoo said the company is proud to be working with the team at iMedia to capitalise its digital experience and multiple platforms to connect Vochelle to its targeted consumers. Khoo also added that with this appointment, Vochelle would be able to refresh the brand to make it to the top of the consumer's mind.

Similarly, commercial director, Alwin Yew said Vochelle is currently well-positioned to grow exponentially over the next three years. "In a competitive yet exciting market, Vochelle plans to create unique offerings catered to the taste-buds of every Malaysian through its various offerings in flavours and packaging," explained Yew. 

According to the Group, iCanvas was conceptualised and incepted in 2021, focusing on creative, content-led digital solutions. With most economy sectors closed, the Group knew that businesses needed a new way to market their brands online. 

It is currently spearheaded by Lydia Kwan, who helms the head of the strategy role, and supported by the current chief commercial officer of iMedia Group, Ken Wei for its integrated digital media business. According to the Group, the team has currently four individuals. Currently, Maestro Swiss is its first client, and the agency is working on a few proposals within the property and FMCG sectors. 

Kwan said that over the past couple of years, the team noticed a change in digital media consumption habits, and along with that, the way clients execute their digital campaigns. "Traditional display banners or even advertorial-like branded content are taking a back seat as consumers crave reactive and engaging content that’s relevant to them. At iCanvas, we want to take advantage of our deep understanding of consumers, garnered through iMedia’s wide portfolio of brands, to help bridge that gap between clients and consumers in the most effective and interesting way," she added.

"The pandemic has changed the ways companies work," said iMedia Group's CEO, Voon Tze Khay. Now, clients and advertisers are seeking more integrated solutions and creative ways of working with media companies. According to Voon, iCanvas is primed to provide clients with out-of-the-box strategic thinking, creative and production capabilities to provide "a bigger bang for their buck".

"Both companies are aligned with the objectives of developing a new brand image for Vochelle throughout the years and the upcoming Chinese New Year shall be the kick-starter campaign to roll out the brand’s communications and marketing initiatives," Voon explained. 

Separately in July last year, iMedia Group entered the social commerce scene with a full acquisition in Lovelife Technologies, owner and operator of beauty eCommerce and influencer marketing company Favful. Under the agreement, iMedia would be responsible for the acceleration of revenue for Lovelife Technologies' influencer advertising unit as well as branded content. It will also be tasked to generate lifestyle content and engagement around Favful's website and social media platforms. As part of the deal, all social media assets from Lovelife Technologies would be fully merged into iMedia’s ecosystem. The Group was launched in 2020 by Voon together with co-founders Loh Ken Wei, Jacky Tee and Brian Alexis.

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