To mark the historic 150th running of the Kentucky Derby, Lemonade PR was tasked with managing the influencer campaign surrounding TikTok’s reigning queen, Alix Earle. The goal? Elevate the Derby’s cultural cachet with a younger, engaged audience while ensuring seamless execution and brand alignment across all touchpoints.
The Details
Client: Churchill Downs
Campaign: Influencer Management – 150th Kentucky Derby
Talent: Alix Earle
Lemonade PR owned the process end-to-end—from contract negotiations and schedule planning to on-the-ground execution in Louisville. We worked closely with Churchill Downs and Alix’s team to map out a high-impact content strategy that balanced brand objectives with Alix’s signature storytelling.
Our pre-event planning included detailed itinerary development, briefing documents, styling coordination, and seamless alignment between the client, talent, and creative teams. We ensured every moment, from behind-the-scenes glam to Derby Day celebrations, was optimized for capture and shareability.
On the ground, our team managed real-time logistics, content capture strategy, and brand alignment—acting as the linchpin between Alix’s content and Churchill Downs’ brand vision. From arrival to departure, we ensured all parties were supported and expectations exceeded.
Alix’s coverage was immersive, dynamic, and authentic—showcasing the Kentucky Derby as both heritage-rich and culturally current. The result: standout content that resonated with her audience and delivered measurable results for the client.
Highlights:
- 10 total deliverables (across Instagram and TikTok)
- 2.3M Instagram Story impressions
- 2.2M Instagram Reels views
- 4.2M TikTok views
- 1.8M likes across TikTok content
- 90K+ new followers gained by Alix Earle post-campaign
- Campaign featured by outlets including The Cut, Page Six, and TMZ
