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Beats had to get Kim Kardashian and Jimmy Fallon into a staged public rivalry, with the reveal held for a live network talk show.
Somebody asserted the problem rather than a document recording it. Who said it, and whether they had a stake, is named below.
How we know
"How could Beats make their iconic Studio Pro headphones more popular than ever? By enlisting some serious celebrity star power."
| Who says so | Mirimar, the agency, for that line. Adweek independently confirms the campaign mechanics and separately credits Mirimar, so the credit does not rest on the agency's own page. Read it |
|---|---|
| A second source | Adweek independently confirms the campaign mechanics and separately credits Mirimar as the creative agency behind it, so the agency claim does not rest on the agency's own page. |
| What the agency was asked to do | Not published as a brief. On record: Kim Kardashian and Jimmy Fallon staged a public rivalry over Studio Pro headphones with the reveal held for a live network talk show. |
| How that happened | Not published. No source found describing how Mirimar and Beats/Apple first connected. Mirimar (founded 2019 by brothers Luke and John McKelvey) is confirmed to be Beats' creative agency for both the 'Kim vs. Jim' campaign and the Powerbeats Fit 'NFL vs. SNL' launch with Saquon Barkley, Justin Jefferson and Jayden Daniels, and Adweek's 2025 profile notes Mirimar 'grew remits with Rocket and Beats' in 2024, implying an existing relationship that expanded rather than a brand-new client win in 2024/2025. No pitch, RFP, or referral details were found. |
| How long it took | No dates found for when the Mirimar-Beats relationship began. Adweek's coverage places the account as already active and growing during 2024 (the same year Mirimar was named ADWEEK's Breakthrough Agency of the Year). A 2016 Ad Age article headlined 'Beats by Dr Dre Reaches Out to Agencies' predates Mirimar's 2019 founding and could not be fully fetched (only headline/byline retrieved), so it is not usable evidence for this specific relationship. |
| Recorded as | Beats by Dre (Beats x Kim vs Beats x Jim) (Apple) |
Every other case where they could not get to the big names →
← Every caseEvery case here carries the one link that proves it, and names who said it. Where that is the agency describing its own win, the card says so rather than hiding it. Cases where nobody ever documented a reason are not on this page at all. Brought to you by Influencer Advisory, your influencer marketing partner for supplement, health and beverage brands.