Launching a tool category the world didn't know it needed.
GRABO invented the portable electric vacuum lifter — a tool category that didn't exist before them. Great Big Creative was brought in to build sustained media visibility across construction, flooring, tile, and tool publications.
The challenge
Creating demand for a product category that didn't exist
GRABO invented the portable electric vacuum lifter — a handheld tool capable of gripping and lifting smooth, semi-porous, and textured surfaces weighing up to 375 lbs. Before GRABO, this category simply didn't exist.
But as the category creator, GRABO faced a unique challenge: the trade press and professional audiences didn't yet have a frame of reference for the product. Great Big Creative was brought in to build sustained media visibility across construction, flooring, tile, and tool publications — educating the market while driving demand.
The approach
A multi-channel PR strategy for a new product category
Great Big Creative developed a year-round media relations program that combined trade press outreach, influencer engagement, founder thought leadership, and product launch campaigns across GRABO's expanding lineup.
Trade media targeting
Secured placements in construction, flooring, tile, landscaping, and tool-focused trade publications — reaching the professional audiences most likely to adopt GRABO products on the job site.
Product launch campaigns
Coordinated dedicated press pushes around major product launches including the GRABO HIGH FLOW, GRABO REMOTE, and GRABO PRO BRUSHLESS — ensuring each debut generated a wave of coverage.
Influencer & social amplification
Partnered with top tool review creators including Tools in Action, Shop Tool Reviews, and Pro Tool News across YouTube, TikTok, Instagram, and Facebook to reach hands-on audiences through video content.
Founder thought leadership
Positioned co-founder Nimo Rotem as an expert voice in construction innovation, securing interview and profile features that told the GRABO origin story and reinforced the brand's credibility.
The results
Sustained coverage across every channel that matters
Over the course of a 12-month engagement, Great Big Creative delivered consistent, high-impact media results that expanded GRABO's reach across trade, consumer, and social channels.
“Named a 2025 Tool Award winner — recognized alongside the best new tools of the year.”
“GRABO: the game-changer in construction efficiency.”
“From underwater engineering to construction innovation: the story of Nimo Rotem.”
What it all meant for GRABO
- Established category authority — consistent trade press coverage positioned GRABO as the definitive name in portable vacuum lifting, educating an industry that barely knew the category existed.
- Won industry validation — earned the Popular Mechanics Tool Award and the Pro Tools Innovation Award, giving GRABO third-party credibility that money can't buy.
- Amplified every product launch — from the HIGH FLOW to the PRO BRUSHLESS, each new product hit the market with a coordinated wave of press and influencer coverage.
- Elevated the founder's profile — positioned co-founder Nimo Rotem as a thought leader in construction innovation, with features in Interesting Engineering, Founder Reports, and The AI Journal.
- Reached massive consumer audiences — syndication through Yahoo! Tech, AOL, and MSN extended GRABO's reach far beyond the trade press into mainstream visibility.