Client Overview
Amway Indonesia stands as a leading direct selling company, specializing in health, beauty, and homecare products. Globally recognized as the largest direct selling company, Amway secured the top spot in the 2021 Direct Selling News Global 100, as published in the June 2022 edition of Direct Selling News, with reported sales totaling $8.9 billion in 2021. Operating in 100 countries, including Indonesia, Amway manufactures and distributes an exclusive range of nutrition, beauty, personal care, and home products. The distribution is facilitated through Amway Business Owners (ABOs), making these products accessible to a diverse international audience.
Objective
Construct and bolster the corporate reputation of Amway Indonesia as the preeminent global direct selling company, emphasizing its three decades of excellence in enhancing the well-being of individuals and promoting healthier lifestyles. In addition, the focus was on reestablishing public awareness by positioning Amway as the foremost direct selling company with a 30-year track record of providing promising, passion-driven business opportunities. Lastly, the strategy involved intensifying awareness surrounding Amway's products in Indonesia, positioning them as effective solutions for achieving better and healthier lives. These objectives collectively formed a comprehensive approach to enhancing Amway's presence and impact in the Indonesian market.
Implementation
Mataya Communications played a pivotal role in the comprehensive effort to restore Amway Indonesia's reputation through strategic public relations initiatives. Notably, the agency skillfully managed press conferences for key product launches, serving as crucial platforms to introduce and showcase Amway's innovative products to both the media and the public. Additionally, Mataya crafted and disseminated article pitches, delving into topics related to phytonutrients, positioning Amway as a thought leader. The agency organized editors' luncheons to directly engage with influential media figures, strengthening Amway's narrative. A proactive approach was taken in developing and disseminating press releases, with a focus on initiatives like Nutrilite Body Key and the Power of 5 CSR program, highlighting Amway's commitment to holistic well-being and social responsibility. These multifaceted communication activities played a crucial role in reshaping Amway Indonesia's image and fostering positive connections with the public and media. Mataya Communications, beyond spearheading initiatives, provided ongoing support through daily media tracking, ensuring a real-time understanding of Amway's presence in the public sphere.
