Amway: Evi Mums and Studio Nation

Brief

Amway came to C4Digital to see if social media could be used to build an online conversation around a set of products. The success of that project then had Amway asking if social media could be used to bring into the Amway system a new set of entrepreneurs who were members of the Gen Y age set, thus re-invigorating the older Amway family.

Solution

C4Digital and Amway spent a lot of time planning both of these projects – analysis sessions, planning workgroups and think tanks. Objective one evolved in time into the Evi Mums project – a set of products and brand advocates, each of whom had their own minisite that had a series of tools to let them build a conversation around the Evi Natural cleansing products that would slowly bring more and more people into the circle. Studio Nation developed in a similar way – in depth digital strategising that ended in taking C4Digital's Ripple social media tracking technology and bending it to fit the purpose that had been identified.

Results

Both projects have launched successfully. Evi Mums has had its first round of adaptations to tweak what is essentially a social group test platform and Studio Nation has already recruited entrepreneurs who are busily using twitter and facebook to spread the word about the Studio Nation products.