In the ever-evolving landscape of social media, success stories often emerge from unexpected beginnings. Meet Amra and Elma Beganovich, the dynamic duo with a combined follower count of 2.2 million, who leveraged their influence to carve out a unique niche in the digital realm. As savvy social media trailblazers, the Beganovich sisters embarked on a transformative journey from influencers to entrepreneurs, birthing their own digital marketing agency, A&E. With a prestigious portfolio boasting partnerships with heavyweights like Netflix, Wells Fargo, and Johnson & Johnson, their venture is a testament to the power of foresight and innovation.
The Genesis: How A&E Took Flight
The inception of A&E was serendipitous, rooted in the early days of influencer marketing when the term itself was still taking shape. Cast back to 2012, where Amra delved into economics, and Elma pursued law at Georgetown. A shared desire to address the disconnect between women and mainstream media ignited their first venture – a DIY blog. Fuelled by determination, Amra devoted sleepless nights to mastering HTML and CSS coding, thus birthing their platform.
The blog’s rapid ascent, attracting over 100,000 monthly visitors in a mere three months, marked the turning point. Brands, including names like Rodial and Deborah Lipmann, started knocking on their digital door. What began as casual collaborations culminated in a eureka moment. The duo recognized the burgeoning potential, witnessing brands invest their resources to harness their influence. Thus, the blueprint for A&E’s birth was laid, expanding their repertoire to encompass product photography, influencer casting, social media management, marketing analysis, and beyond.
Elevating to Industry Recognition: A Trail of Triumphs
A&E’s journey was punctuated by milestones that underscored their ascendancy. Notable coverage in esteemed publications such as the Financial Times and The Wall Street Journal served as early markers of their success. A pivotal moment arrived with their television debut on Bloomberg, reinforcing their status as industry frontrunners. The partnership roster reads like a corporate who’s who – from Essilorluxottica to Huawei and Nestle, validating A&E’s meteoric rise.
Influencers at Heart: Navigating the Brand-Influencer Dynamic
Drawing from their influencer roots, the sisters possess an innate understanding of the intricate dance between brands and influencers. Immersed within the influencer community, they remain attuned to evolving campaign strategies. Armed with firsthand insights, they guide brands towards establishing enduring relationships with influencers. The synthesis of market understanding and influencer perspectives fosters collaborations rooted in authenticity.
Their vantage point offers a unique blend of data-driven expertise and empathy. By monitoring technological advancements on platforms like Facebook, Instagram, and Twitter, A&E crafts strategies that resonate with both brands and their influencer counterparts.
Navigating the New Norm: The Pandemic Pivot
The onset of the pandemic precipitated a seismic shift within the influencer sphere. The “stay at home economy” demanded innovative content creation within confined spaces. Influencers reimagined their narratives, transforming homes into hubs of creativity. Additionally, social responsibility emerged as a driving force. Influencers assumed roles as advocates, championing causes like hygiene awareness and social justice, attesting that power invariably accompanies responsibility.
Casting Campaigns and Measuring Success: A Winning Formula
A&E’s discerning eye for influencer casting centers on meticulous evaluation. Scrutinizing past collaborations and reputation beyond Instagram, they assess influencers’ alignment with brand ethos. Crucially, A&E’s evaluation transcends surface metrics, diving into engagement rates, brand sentiment, and analytical insights. This holistic approach ensures an authentic partnership, amplifying the brand’s narrative through influencer advocacy.
