Position Paper 4 - Wild Card
Hannah Diffee
Professor Reppert
Principles of Public Relations
Dec. 2025
Position Paper 4 - Wild Card
Profile of a Public Relations Firm: Amra & Elma
Amra & Elma is a New York City-based marketing agency that specializes in influencer marketing, PR, branding, media buying, social media management, SEO (search engine optimization), content creation, and more. The agency was founded in 2015 by two sisters, Amra and Elma Beganovich, influencers with over two million combined followers across their social media platforms. The duo works with clients from a variety of industries, including music, gaming, automotive, real estate, beauty, and travel, ensuring they become viral: "Trusted by LVMH, Rolex, and Netflix, we engineer virality and authority through top media, influencers, and SEO!" The pair has been recognized by Forbes for both their humble beginnings and their star-studded client portfolio.
The Team
Amra Beganovich (Founder and Co-CEO)
Amra Beganovich is a 42-year-old influencer and style blogger living in New York City. She holds a bachelor's degree in economics and a master's in accounting from George Mason University, as well as a master's in business administration. Her specialties include helping brands gain organic social media reach, creating viral content, developing original media campaigns, and constructing influencer data models. She is the leader of A&E's engineering team and develops and manages advertising campaigns for multiple Fortune 500 companies.
Elma Beganovich (Founder and Co-CEO)
Elma Beganovich is a 39-year-old attorney-turned-influencer who resides in New York City. She has a bachelor's in government and French from Georgetown University and a Juris Doctor (Doctor of Law) from the University of Miami Law School. She attended Georgetown University Law Center in 2012 to become an attorney before founding the A&E brand. Her specialties include connecting with new brands and clients, identifying the roles A&E can play for them, and determining the scope of these partnerships. She has also worked with multiple Fortune 500 companies.
Clients & Case Studies
A&E's clients include several global brands, such as Nestlé, Uber, Avon, Wells Fargo, and Fortnite.
Fortnite Campaign
Problem:
Fortnite teamed up with A&E and three influencers for a giveaway to "boost game branding, increase fan base, and highlight Ninja's epic '32 Kill Solo Squads' Fortnite video.'" The giveaway required players to follow Fortnite's official accounts on Instagram and YouTube, as well as the three influencers involved, and Ninja's Instagram and YouTube accounts. The giveaway winner would have the chance to play Fortnite with the influencer of their choice and receive exclusive game tips from Ninja.
Solution:
A&E chose influencers for the campaign who had previously created Fortnite content. The influencers were required to share a sponsored video on YouTube and Instagram that announced the giveaway and instructed their audience on how to participate.
Statistics:
3 posts in total garnered 3.7 million views with a 16.1% engagement rate across all accounts. Overall, 61,000 followers participated.
Uber Campaign
Uber is a ridesharing, food delivery, and courier service with more than 180 million active monthly users and six million active drivers. It partnered with A&E during New York Fashion Week (NYFW) to raise awareness of its ridesharing service amongst fashion influencers and their followers.
Problem:
Uber aimed to attract VIP influencers to its services by collaborating with Lyst, a fashion platform, and Bobbi Brown, a popular makeup brand. "They wanted to showcase their service in a more interactive way so that the influencers could share the Uber and fashion week experience in a more personal way with their audience."
Solution:
A&E engaged fashion influencers to promote Uber and its Uber Black services. Influencers were given gifts, and makeup artists accompanied them on their rides to assist with makeup before the fashion shows.
Statistics:
The campaign was shared across influencers' social media platforms, with 15 posts garnering an estimated 1.2 million impressions and 129,000 engagements.
Wells Fargo Campaign
Wells Fargo is a financial services company with over 70 million customers worldwide. It hosts an annual holiday food drive in which local branches encourage their communities to donate canned goods and non-perishable items to families in need.
Problem:
Wells Fargo sought to boost foot traffic in local branches to increase the amount of food donated.
Solution:
A&E partnered with influencers across the country to share their stories and promote Wells Fargo's charitable efforts. "Each of the influencers shared their family holiday tradition that focused around food and encouraged their followers to contribute to families in need through their Wells Fargo local branches."
Statistics:
Wells Fargo earned a Return on Investment (ROI) of 112%, a 405% increase in foot traffic, and a 783% increase in food donated.
AVON Campaign
Avon is a multinational cosmetics and beauty company that has been a pioneer in women's beauty for over 135 years.
Problem:
Avon aimed to launch its new skincare line, ANEW, by collaborating with macro influencers who would review the products and post photos featuring ANEW anti-aging and preventive care creams.
Solution:
A&E identified and contracted numerous lifestyle and beauty influencers and created guidelines for posting Avon products "in a way that would best showcase Avon's ANEW line, including closeup shots of both influencers' skin and the products alone." The agency also worked with Avon to review and approve posts before publication.
Statistics:
The campaign reached 4.3 million total followers across 27 influencers' accounts, earning over 1.6 million engagements, 379,000 profile visits, and 68,100 new followers.
View more case studies on Amra & Elma's website here.
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