case study:

Shifting the Perspective of Horse Racing to “A Sport for Everyone”

This campaign generated a 17% increase in brand and sport awareness and won gold in the 2023 American Business Awards, Influencer Marketing Campaign of the Year. 

Initiated by The Jockey Club, America’s Best Racing (ABR) is a multimedia fan development and awareness-building platform designed to increase the profile and visibility of North America's best Thoroughbred racing events with a primary focus on the sport's lifestyle and competition. 

In a continuing effort to make the sport of horse racing more accessible and inclusive, ABR and Branch & Bramble devised an influencer marketing campaign entitled, “A Stake in Stardom” to reach and attract new fans to racing, allowing them to experience the sport and lifestyle like never before.

Strategy Planning

We brought together top ownership groups and influencers on the rise to offer a behind-the-scenes look at the world of horse racing that would change the way people think of the sport. 

Content Creation

We worked hand-in-hand with ambassadors to develop content that would appeal to their Gen Z and Millennial audiences while spotlighting ABR’s initiative to make horse racing a sport for everyone. 

Partnership Mgmt

A day at the races isn’t just sending an influencer to the track. We partnered with racetracks, milliners, and other racing personalities to create an unforgettable experience for the influencers and their fans.

taking action:

Brand ambassadors became racehorse owners and received a no-obligation ownership stake in top performing racehorses. This campaign granted an inside, all-access look into a horse’s preparation, care, and competitions, from stable to starting gate.

Branch & Bramble built partnerships with brand ambassadors in various industries and locations who would see this collaboration as more than their typical transactional partnership. We were thrilled to partner with Ian Rapoport, Joy Taylor, Loren Izabel, Lindsay Czarniak, Sarah Cline, Joey Mulinaro, and Anita Marks. These seven brand ambassadors have a combined audience of over 8 million followers across Instagram, TikTok, Twitter, and Facebook.

Rather than create a campaign that was one size fits all, influencers were encouraged to share their own experiences in a way that was best suited to their platforms and audiences. They were supported with promotional plans, race travel, and recommendations that were tailored to each individual and their racehorse. 

The brand ambassadors were invited to attend key races in the sport—such as the Kentucky Derby, the Breeder’s Cup, and other Triple Crown events—in addition to getting access to all the behind-the-scenes work. And, in coordination with ABR’s teams, we captured every step.

Making an impact

for America’s Best Racing

Our campaign drove over 500,000 social post engagements but its impact in generating interest from new race fans was even greater. The brand and sport saw significant increases in online awareness. And with that came an outpouring of media attention—both local and national—to keep the momentum going. In its second year, A Stake in Stardom continues to drive serious brand growth and attention from a new segment of fans.