Amway’s The Voice: A Global Crowdsourcing Success Story
Amway, a leading consumer products company founded in 1959, operates in over 100 countries and territories. With a diverse portfolio including NUTRILITE, ARTISTRY, and eSPRING, Amway offers more than 450 health, beauty, and home products through its network of Amway Business Owners (ABOs).
Challenges
With a vast network of over 3 million ABOs globally, Amway sought to create a platform for feedback, idea sharing, and strategy recommendations. The goal was to have 50% of Amway markets represented on their crowdsourcing community, The Voice. This ambitious target involved engaging ABOs across 100 countries and in over 60 languages to drive innovation.
Solution
Amway implemented a comprehensive multi-channel communication strategy to promote The Voice, including:
- Social Media: Targeted campaigns to raise awareness.
- Print Promotion: Traditional media to reach ABOs.
- Promotional Video: A top-performing digital asset driving registrations.
- Events & Meetings: Direct engagement to inform ABOs about The Voice.
- Digital Promotion: Visibility on the company’s website and intranet.
- Email: Direct communication with ABOs.
The strategy surpassed expectations, achieving 88% market registration on The Voice. To facilitate collaboration among ABOs from 100 countries, Amway supports 12 languages and employs in-market translation moderators using IdeaScale’s translation workflow. This approach ensures accurate global interaction and idea exchange.
Watch the video here to see Leslie Drueke from Amway discuss how IdeaScale fosters global collaboration on The Voice platform.
Conclusion
Amway’s The Voice platform has successfully united ABOs worldwide, exceeding engagement goals and fostering global innovation. By leveraging a robust communication strategy and providing multilingual support, Amway demonstrates the power of crowdsourcing in driving meaningful business advancements.
