Best B2b Social Media Campaign

The Power of You is a global brand campaign by 8x8, a company that provides communication technology for businesses, including business phone systems, video calls, contact centers, and customer service tools. 8x8’s target audience includes the leaders inside companies, often in IT or customer service, who are responsible for improving how businesses connect with their customers across different channels. These professionals often work behind the scenes and rarely get recognized. Yet they are tasked with solving big challenges: customers are frustrated by disconnected systems, teams are overworked, and expectations for fast, seamless service are higher than ever. The campaign’s goal was twofold: first, to reintroduce 8x8 as a strategic partner (not just another tech vendor); and second, to emotionally connect with the company’s audience by making them the hero of the story. Through short films, bold visuals, and real customer stories, 8x8 shifted the spotlight away from its products and onto the people using them; those who work tirelessly to modernize service experiences. The result was a more human, emotionally resonant brand that built trust in a noisy, often impersonal B2B market. The Power of You gave 8x8’s audience something rare in enterprise tech: recognition, relatability, and a campaign that speaks to both their challenges and their impact.

Contributors:

Chief Marketing Officer:	Bruno Bertini
Senior Director, Brand and Corporate Marketing:	Vasken Guiragossian
Director of Customer Advocacy:	Paige Mummert
Sr. Brand Manager:	Megan McCarn

8X8

Location: USA