case study:

Video Views Up 453% in the Campaign’s 3rd Year

Established in 2022, A Stake in Stardom has reached new heights in its third season, solidifying its role as a standout influencer marketing campaign. The 2024 iteration aimed to expand its audience reach by engaging influencers across diverse niches and platforms.

Developed collaboratively by Branch & Bramble and America’s Best Racing (ABR), this campaign introduced horse racing to a broader audience while building on the momentum of previous seasons. By showcasing the lifestyle and excitement of the sport, it continued to attract and engage new fans in meaningful ways.

For her contributions to this initiative, Sarah Walsh, Brand Strategist at Branch & Bramble, earned silver in The Stevie Award’s Most Innovative Woman of the Year in Advertising, Marketing, and PR category.

Partner Strategy

From ideation to execution, we worked hand-in-hand with ABR to identify how to best activate our 2024 influencer partners to create meaningful and engaging content.

Communication Guidance

We outlined best practices and offered guidelines to influencers on how to best share their day at the racetrack, barn, or any adventure in between with their followers.

Relationship Building

We prioritized a quality partnership for both ABR and the influencers to ensure the influencers had the best possible experience and effectively connected with their audiences.

taking action:

In executing the third season of A Stake in Stardom, our goal was clear: piggyback off the success of the first two years of the program while reaching new audiences through strategic partnerships with influencers across diverse niches. To achieve this, we prioritized collaborating with creators who were genuinely enthusiastic about exploring the world of horse racing, ensuring that every piece of content felt genuine and impactful.

Our 2024 roster blended familiar faces with fresh perspectives. Returning influencers like Ian Rapoport, Loren Izabel, Lindsay Czarniak, Joey Mulinaro, and Anita Marks continued sharing their journeys as Thoroughbred owners, while newcomers such as IndyCar driver Alex Rossi, content creator Griffin Johnson, and comedian Heather McMahan brought new energy and stories to the campaign.

These partnerships weren’t just about views—they were about storytelling. Over the course of the campaign, we saw a surge in video views, climbing to 15.5 million, a 453% increase year-over-year, thanks to strategic planning and the influencers’ ability to connect with niche audiences. This steady momentum didn’t just generate buzz; it positioned horse racing as something fresh and intriguing, leading to heightened awareness and continued growth for the program in its third year.

Making an impact

for America’s Best Racing

In its third year, A Stake in Stardom continues to push boundaries and redefine what influencer marketing can do. By partnering with creators who were genuinely excited to share the story, the campaign garnered over 888,000 social post engagements and brought horse racing to a whole new audience. This growing buzz has fueled online awareness for the brand and the sport, catching the eye of media outlets from local to national. Three years in, and this program is still finding new ways to connect with fans and make racing feel fresh, exciting, and accessible.