Amway is a consumer products company that has been around since 1959 and operates in over 100 countries and territories. Amway Business Owners (ABOs), the Amway direct selling network, offer brands like NUTRILITE, ARTISTRY, and eSPRING in a total offering of more than 450 health, beauty, and home products.
With more than 3 million ABOs worldwide, Amway wanted to give those distributed team members a place to share feedback, suggest new product ideas, recommend winning strategies, and more.
Amway set an initial goal of 50% of Amway markets having registered ABOs on their crowdsourcing community called The Voice. That entails ABOs from over 100 countries and territories speaking over 60 languages and sharing ideas and insights that help drive Amway innovation.
Amway launched a multi-channel communications strategy that included the following:
- Social media
- Print promotion
- A promotional video that was the number one digital asset that drove registration
- Events & meetings to let people know about The Voice
- Digital promotion on the company’s website and intranet
They exceeded the goal they set, with 88% of Amway markets having registered ABOs on The Voice.
So how do ABOs from 100 countries and territories collaborate? Amway supports 12 languages and has a team of in-market translation moderators utilizing IdeaScale’s unique translation workflow to verify and edit translation on ideas, comments, and moderator responses daily. This investment allows for authentic global collaboration and ideation.