Adventure Book Social Ads
Share
A physical product business selling scratch-off adventure books that reveal activities for people to do, paired with a camera to document the experiences. The business grew to $85M in revenue through social media advertising.
Core Product
- Premium quality book with scratch-off adventures
- When scratched, reveals a random activity/challenge to complete
- Includes space to paste Polaroid photos of completed adventures
- Priced at $40 per book
Product Lines
- Couples book - 50 adventures for dates
- Family book - Activities for families
- Friends book - Group activities
- Solo book - Individual adventures
Business Growth
- Started as a Kickstarter project aiming for $10,000
- Initially failed to gain traction on Kickstarter
- Pivoted to social media advertising (TikTok, Facebook)
- Became one of the top advertisers on TikTok
- Sold approximately 2 million copies
- Reached $85M in revenue
- Expanding through distribution partnerships
Origin Story
- Founded by Brian Ellis
- Original concept was a machine that printed random adventure receipts
- Spent 6-8 months prototyping the physical book format
- Partnered with sales/marketing expert who helped scale through paid advertising
32:35 - 37:14
Full video: 01:02:08SP
Shaan Puri
Host of MFM
Shaan Puri is the Chairman and Co-Founder of The Milk Road. He previously worked at Twitch as a Senior Director of Product, Mobile Gaming, and Emerging Markets. He also attended Duke University.