In June 2011, Little Independent launched its Website, an online marketplace for sale merchandise from independent retail stores. To support this launch an intensive social media campaign was initiated; this included seeking out and engaging in conversations with those holding similar "shop local" values. The campaign was executed across multiple channels including active daily participation in online conversations on Facebook and Twitter, as well as traditional direct mail and email outreach. In addition to expanding its visibility — Twitter followers increased by over 400 and monthly active Facebook users increased by over 33% in a three-month period — the success of the marketing campaign encouraged an additional 15 retail stores to partner with Little Independent in that same time period. After an initial three months of consultation and day-to-day management, the baton was handed to the business owner.