The Vision Behind “The Power of You”: One Commercial for Every Customer, Making Them the Hero
Forget traditional swag and generic postcards. 8×8, Inc. (NASDAQ: EGHT), a leading platform provider for customer experience (CX), has launched “The Power of You,” a fresh campaign that transforms B2B engagement through personalized video content. Instead of one-size-fits-all messaging, 8×8 creates AI-generated videos that put each customer and prospect in the spotlight, making every interaction memorable and deeply personal.
Rethinking B2B Relationship Marketing
Standard mass-produced materials are out. 8×8 develops unique cinematic video spots that celebrate individual customers as workplace heroes. The process involves collaborating with each participant to craft a narrative that reflects their IT and CX challenges. Then, AI technology converts their photos into dynamic action-movie scenarios, turning decision-makers into stars of their own success stories.
“Most B2B marketing still plays it safe, and that’s our opportunity,” said Bruno Bertini, Chief Marketing Officer at 8×8. “The Power of You isn’t just a campaign – it’s a shift in how we build relationships. We’re putting customers at the center as the heroes of their story, not the bystanders.”
The creative idea came from Barrett Hofherr, 8×8’s agency partner for the past 16 months. Craig Mangan, ECD of Barrett Hofherr, explained, “Why spend millions on broad campaigns when targeting niche audiences? What if we made a personalized commercial that makes each customer the star of their own action movie? AI lets us deliver custom Super Bowl commercials for every key relationship.”
Technical Innovation in Action
Working with production company 1st Ave, Barrett Hofherr uses AI video generation tools like Veo 2 and Veo 3 to bring these ideas to life. Customers become action heroes in vivid scenarios. For instance, Chris Gensmantel, CIO at LSH Auto, appears as an archaeological explorer “excavating hidden customer insights,” an F1 driver “racing past legacy roadblocks,” and a monster truck driver “demolishing outdated tech.”
Similarly, Genelle Chamberlain, IT Manager at PrimeSource, is featured as a deep-sea explorer “uncovering customer insights,” an orchestra conductor “harmonizing remote teams,” and a human cannonball who “blasts off to solve IT problems.”
A Comprehensive Campaign Launch
The campaign kicks off on Friday, August 8, with a broad rollout across multiple channels. Hero commercials starring Chris and Genelle lead on connected TV (CTV) and paid social media. The campaign also extends to out-of-home advertising, display banners, podcasts, and other digital platforms.
“Too much B2B marketing talks to job titles, not people,” Bertini added. “IT and CX leaders often feel sidelined — seen as support, not strategy. Our content changes that. It makes them the protagonists of their own transformation story.”
Shaping the Future of Enterprise Marketing
This campaign marks a shift in how enterprise companies connect with their customers. By using AI to create truly bespoke marketing at scale, 8×8 and Barrett Hofherr are setting a new standard that could influence B2B marketing across industries.
About the Campaign Partners
“The Power of You” was developed by Barrett Hofherr with AI-powered video production by 1st Ave. The campaign builds on deep research into the motivations and mindsets of IT and CX leaders at small-to-midsize enterprises.
