A new site generates buzz via Facebook

Before launching last month, beauty and health informational content site YouBeauty.com needed to get the word out about its launch. With popular TV health expert Mehmet Oz as one of the site’s cofounders, YouBeauty wanted to inform the television host’s fans that Dr. Oz was embarking on a new endeavor, says Eric Kirsten, the site’s chief marketing officer. And the most efficient way to get that message out was Facebook.

“We thought that was the best way to find a scalable audience,” he says. Working with Extole Inc., a vendor that helps firms drive word-of-mouth referrals using giveaways on web sites and social media, YouBeauty launched a sweepstakes that offered a consumer and her guest a free three-day trip to New York to attend The Dr. Oz Show. Consumers could enter the sweepstakes by Liking the brand and clicking to complete an entry form. To entice shoppers to share news of the contest, the contest included a proviso that a consumer who referrs the winner receives a $300 L’Oreal gift bag.

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