The most transformative force in any business isn't the software. It's the person behind it.
That insight drove everything about The Power of You. In a category where every competitor was marketing platforms and features, 8x8 saw something different: CX and IT leaders were being asked to deliver better customer experiences with fragmented tools, tighter budgets, and growing accountability – and the industry wasn't acknowledging any of it.
The campaign set out to fix that. Instead of centering the technology, it centered the people responsible for outcomes. The goal was a full repositioning – moving 8x8 from product-led messaging to a belief-driven brand that recognized its customers as the heroes of their own businesses.
To get there, the team started with listening: cross-functional workshops, sales team sessions, and direct customer interviews. What surfaced consistently wasn't a feature request. It was a feeling – that the people making customer experience work every day were invisible in their own industry's marketing.
The Power of You made them visible.
Specific objectives: establish 8x8 as the unified CX platform partner for IT and CX leaders; differentiate in a commoditized market by leading with empathy and human proof; create a consistent narrative platform across PR, digital, executive communications, and sales enablement; and drive measurable lift in brand perception and pipeline contribution.
Generative AI served as a creative accelerator – synthesizing research and enabling faster iteration – while the team maintained full ownership of voice, strategy, and judgment.
The Power of You came to life through a process that was as human as its message.
It started with a clear problem: the CX and IT category had become a feature arms race. Every vendor claimed "one platform." Every campaign led with dashboards. 8x8 had the same product story to tell – but chose to tell a different one first.
The key insight came from the field. Through customer interviews and sales team workshops, one tension kept surfacing: these leaders were expected to deliver seamless experiences with disconnected systems, rising expectations, and shrinking room for error. They were accountable for outcomes they couldn't fully control. The industry spoke about AI-powered transformation. They talked about exhaustion, complexity, and being blamed when things broke.
The campaign bridged that gap.
Messaging was pressure-tested across regions, buyer personas, and job functions to ensure it landed with equal clarity for an IT director in London and a CX leader in Chicago. Creative direction stripped out anything polished or generic – no stock photography, no dashboard screenshots. Instead, real customers in cinematic visual treatments that reflected the scale of their actual impact.
The harder challenge was earning customer participation. Many had never been asked to appear in a brand campaign as protagonists. They were used to being case studies. The team held individual previews, walked customers through the creative concept, and made clear this wasn't a product endorsement – it was recognition. A handful of early adopters agreed. Once the first wave launched, customers started asking to be included. What began as the hardest ask became the campaign's strongest proof point.
Internally, the campaign required the same discipline. Shifting a technically-oriented sales organization from product storytelling to belief-driven narrative meant rebuilding enablement materials, redesigning website messaging, and equipping executives with distinct voice platforms aligned to the campaign. Every touchpoint had to reinforce the same story.
The rollout covered: website and brand narrative refresh, executive thought leadership platform, social-first storytelling and short-form videos, analyst and media briefings, and sales enablement rebuilt around outcome-led language.
The primary creative breakthrough was reframing unity not as integration – which every competitor claims – but as relief. Relief from complexity, vendor sprawl, and the operational friction that erodes credibility. That distinction became the campaign's competitive edge.
Brand tracking following the campaign showed a 62.6% increase in familiarity and an 82.8% increase in regard. In a category where vendors routinely blur together, those numbers represent a meaningful repositioning: 8x8 moved from being perceived primarily as a voice provider to being understood as a unified CX platform built to help leaders bring order to complexity.
The brand shift correlated with strong commercial performance. During the same period, S3+ pipeline grew 54% year-over-year, win rates increased 52% year-over-year, and contact center participation rose to 36% of total pipeline mix. Enterprise engagement deepened. Qualification quality improved. The conversations changed.
The Power of You operated alongside meaningful operational changes – an SDR overhaul, scaled ABM programs, improved sales enablement, and favorable market conditions created by disruption among legacy providers. The campaign didn't cause the results in isolation.
But it built the foundation they required.
By repositioning 8x8 from a voice vendor to a CX platform, the campaign gave the sales team a sharper story, gave customers a reason to engage differently, and gave the company a differentiated identity in a market where most vendors sound alike.
The most durable result wasn't in the tracking data. It was the customers who, after seeing the first wave of The Power of You, asked to be included in the next one. Recognition, it turned out, travels.
