Objective

The primary objective of our Watch History featuring Charli XCX and Emerald Fennell was to tap into the moment’s zeitgeisty film, Wuthering Heights, and drive cultural relevance and deep engagement for YouTube’s "Watch History" series by leveraging the massive "Main Character Energy" surrounding two of the year's most influential figures: pop icon Charli XCX and Academy Award-winning filmmaker Emerald Fennell. We aimed to prove that YouTube is the place for cultural discussion, and that our branded Watch History series is now an essential destination on the celebrity promotion cycle. Further, we were able to: 

• Humanize YouTube’s vast library by showing how it serves as a "digital mood board" for world-class celebrities 
• Cross-pollinate audiences between the music and film industries in one piece of content 
• Generate organic buzz ahead of the highly anticipated collaboration on the Wuthering Heights film adaptation 

Strategy

Instead of a traditional interview, the campaign utilized the "Watch History" format—a digital-native "show and tell" where the talent’s own YouTube viewing habits dictate the narrative.

Key Strategic Elements:

• The Power Pairing: By pairing Wuthering Heights composer Charli XCX (the architect of "Brat Summer") with Wuthering Heights director Emerald Fennell (known for her distinct visual storytelling in Saltburn), the partnership tapped into a specific "Intellectual Cool" aesthetic that resonates deeply with Gen Z and Millennial audiences.
• Authentic Integration: The partnership wasn't forced; it felt like a private conversation. The talent shared videos that directly influenced their work—ranging from Vivienne Westwood runway shows to BBC witchcraft documentaries—proving that YouTube is the foundational archive for modern artistry.

Platform Optimization: The content was optimized for YouTube's ecosystem, utilizing high-quality long-form video for deep dives while leveraging Shorts and community-driven hooks (like the Wuthering Heights teaser) to drive viewership.

Results

Within the first month of launch, the video received over 1.5m organic views and positive engagements across all social platforms. We were able to use this long form video as an anchor between all of the ancillary social content around it on YouTube’s O&O platforms including the global brand Instagram, TikTok, and Shorts channels + the YouTube music Instagram account. It tapped into multiple film and music audiences and showcased the power of celebrity on the platform.

Media