Using AI to make B2B feel human

8x8

Challenge

8x8 had very big ambitions. They wanted to lead the cloud contact center category and build real brand momentum in twelve months. Even though they were considering doing a splashy Super Bowl spot---it didn’t make any business sense: Their audience was small, high-value, and deeply skeptical.

Big Idea

Instead of one commercial for the masses, we made personalized Super Bowl-caliber spots for every customer. "The Power of You" used AI to turn 8x8 customers into cinematic action heroes — making them the stars, not the tech.

Results

1.6M views in 4 weeks, 97% YouTube completion rate (3x benchmark)

83M earned impressions across AdAge, Financial Times, Martech

Platinum Award for AI-Powered Marketing Innovation

"The Power of You” is not just a campaign, it’s an ethos for our entire company. And a reset for B2B marketing" — Bruno Bertini, CMO

Case Study

Spot: Chris

Spot: Genelle

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