Business Transformation Communications Campaign

Amway

Opportunity

As Amway North America embarked on a major business transformation, its strategic communications team recognized the need for a unifying, creative approach to help Amway Independent Business Owners (IBOs) navigate and adopt sweeping changes. These changes spanned the entire business: new earning and qualification criteria, a streamlined and modernized product portfolio and enhanced business support tools.

With updates rolling out across functions, a fragmented messaging approach would only increase confusion and resistance. Amway needed a strong communications plan with a compelling story to help IBOs understand the “what,” and believe in the “why.”

Approach

Williams Group developed three distinct creative campaign concepts, all designed to reframe the transformation as an exciting new chapter. While the concepts supported the same strategic intent, each offered a different tone, visual style and message for Amway to choose from.

The selected concept, Better Than Ever, struck the right balance: optimistic, clear and grounded. It positioned every business change as a step toward a better, stronger future for IBOs. Campaign language offered both an explanation of the changes and a motivational call to action to lean in and level up.

Wg developed a comprehensive campaign style and messaging guide that defined the visual identity and core messaging framework for all related communications. We also partnered with the strategic communications team to design and implement a tailored rollout plan, ensuring the right messages reached the right audiences through the right channels—from launch through ongoing engagement.

Results

Over the next two years, Better Than Ever became the throughline for Amway’s engagement with the field, from market-wide webinars and leadership presentations to educational materials, emails and account management support. Our cohesive communications effort helped IBOs make sense of the changes and feel supported through them. The campaign’s consistent look and feel across platforms made complex information easier to digest and embrace.

More importantly, it gave both internal teams and the field shared language and a sense of forward momentum. Better Than Ever became a rallying cry during a time of transition.

The success of the approach inspired Amway North America to adopt a fresh thematic campaign every two years, keeping communications aligned with evolving business goals. Wg continued to partner with Amway to create and implement two subsequent campaigns: Grow for More (2022) and Rise & Thrive (2024), turning strategy into inspiration and making each campaign feel clear, personal and possible.

SUBSEQUENT CAMPAIGNS: 2022
SUBSEQUENT CAMPAIGNS: 2022
SUBSEQUENT CAMPAIGNS: 2024
SUBSEQUENT CAMPAIGNS: 2024

I am always blown away by Wg’s ability to perfectly pair strategy with gorgeous creative. It’s rare to find an agency that can do both, and do them well!

– Jessica Holmgren, Communications Lead, Amway North America