“I was really frustrated by dirty grills,” recalls Ethan Woods, founder of Grillbot. It was 2010, and Woods, a New York City real estate agent, found himself at his cabin in the country, staring at a grimy barbecue grill.
That moment of frustration sparked an idea: What if there was a robot that could clean grills automatically?
Little did Woods know that this simple idea would lead him to create the world’s first barbecue grill cleaning robot, mortgage his house, invest $200,000 of his own money, and eventually scale to over $920,000 in monthly revenue.
Grillbot’s mission is simple yet powerful: “To enrich your life, by simplifying it.” The brand believes that by taking the grunt work out of cleaning your grill, you’ll have more time to enjoy friends, family, and the party.
Despite the initial success and recognition, including being featured on major TV shows and making Oprah’s favorite gifts list, Grillbot faced significant challenges in early 2023:
“We knew we had a great product,” says Woods. “But we were struggling to reach our target audience effectively and scale our sales.”
That’s when Grillbot partnered with Adacted, a digital marketing agency specializing in scaling e-commerce brands.
Adacted’s strategy for Grillbot was multifaceted, focusing on:
“Robert and Chris at Adacted have been a pleasure to work with this past year,” Woods notes.
“They truly care about my business and have exceeded expectations when it comes to professionalism and results.”
Adacted dramatically increased Grillbot’s Facebook ad spend, going from approximately $50/day to over $10,000/day during peak periods. This was achieved through:
Recognizing the seasonal nature of grill-related products, Adacted developed targeted campaigns for key periods:
We didn’t just focus on Facebook. We integrated:
To keep the ads fresh and engaging, we:
Our approach to budget management was dynamic:
From a frustrating moment with a dirty grill to a thriving business with over $920,000 in monthly revenue, Grillbot’s journey exemplifies the power of innovative product development combined with strategic digital marketing.
Inspired by Grillbot’s sizzling success? We can help your brand go from simmer to boil! Our team specializes in crafting strategies that turn great ideas into sales.
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