the decision was a game changer. >> finding facebook as an advertising channel was a pivotal moment for us. >> facebook ads have a conversion tracking feature. >> we can identify the dollars we invested to the actual subscriptions we were selling. you can test a facebook ad for a couple hundred dollars. you can tweak the copy and the target audience. >> facebook's lookalike tool was invaluable. >> they create an algorithm that identifies customers and targets them for you. that's the winning formula. >> little passports has grown into four subscription lines, a book and an animated series in the works. last year, the company earned $25 million in revenue. >> i think that what has created our success is that pushing through the nose. we believe that little passports is a pathway to peace.