This is Alabama
2018 Finalist

This is Alabama

Alabama Media Group

Birmingham, United States

Category Best Launch of A Brand Or Product To Create an Audience Segment

Overview of this campaign

We created this product to serve both business and audience needs. Our audiences craved more positive news about Alabama, and businesses wanted to support something that championed the great things happening in Alabama. For years, this type of content had been among the top performing stories on Alabama Media Group’s news website, This was a way to build a highly engaged audience around this type of content on Facebook, Instagram, Twitter, YouTube, in print in The Birmingham News, Press-Register, Huntsville Times, through a weekly newsletter, and online at This is Alabama has a sponsorship model that allows businesses to partner and help us tell these great stories.

The goal of the launch campaign was to create brand awareness across the state, inspire Alabamians to share their own stories and photos, and grow social media followers through highly sharable videos.

Results for this campaign

At the end of This is Alabama's first year, we:

- Grew to 272,981 followers on Facebook

- Reached 42,933 followers on Instagram

- Had more than 114 million video views

- Signed up more than 5,000 newsletter subscribers 

- Had annual sponsorship commitments from 12 partners


To contact a company representative about this campaign, click here for the INMA Member Directory