Loxo
Recruiter Recovery Center
A recovery center profits off recruiters’ fixable chaos.
Watch the full campaign · 1:48
The Strategy
Recruiters aren't burned out by the job. They're burned out by the systems around it: the disconnected tools, the same broken routine every morning. Recruiters have stopped noticing the system is the problem. Loxo fixes the system.
Discovery is where that surfaced, and the strategy came out of it in four words: stop treating the symptoms. Language like "symptoms" led to the idea of a fake pharma commercial, which evolved into a fake Recovery Center: soft light, a tranquil garden, a spokesperson with a reassuring smile. Then the twist that makes it a story instead of a parody. The Recruiter Recovery Center treats the symptoms of recruiting chaos and nothing else, because a center that fixed the problem would lose its patients.
The patients are our catatonic stand-ins for the target audience. One types on an unplugged keyboard. One rakes a Zen sandbox as a silent cry for help. One repeatedly attempts to recruit a potted plant. The owner is the villain. Everyone already distrusts the industry that profits from their pain; she just says it out loud when she thinks the camera's off. Put her against Loxo and Loxo isn't a feature list anymore. It's the thing she's afraid of.
The Process
It started the way every campaign here starts: a short questionnaire, a kickoff call, and campaign directions in front of Loxo within about a week. They picked the Recovery Center concept and the scripting process began. Every line the owner says had to be a promise a real wellness brand might make, with the Loxo panic underneath it. Then storyboards, then production.
What Loxo got from one shoot: two 30-second Heroes (the treatment commercial, and a behind-the-scenes interview where the owner explains what Loxo did to her business), two 15-second Pillars built around a single patient each, and two 6-second CTA spots: a single shot of a prop or a patient from the campaign, built to remind a prospect at the bottom of the funnel and give them something to click. One world, six spots, and the photography to carry it everywhere else.
The Results
The Recruiter Recovery Center is the second campaign we produced with Loxo, and it's new enough that its numbers aren't in yet. The first campaign's are. After it ran, Sam Kuehnle, Loxo's VP of Marketing, summed it up in one line.
“We had our best year in company history for pipeline generation… so let’s gooooooooo!”
Sam KuehnleVice President of Marketing, Loxo46%
Quarter-over-quarter revenue increase
Loxo, after their first campaign with us — HubSpot Marketing Blog, 202525%
Pipeline growth
Loxo, after their first campaign with us — HubSpot Marketing Blog, 2025
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