Think of a memorable marketing campaign. Got it? Odds are, that campaign tells a great story — whether it’s a tearjerker Super Bowl ad, a hilarious viral video, or an innovative social media collab. The best marketing campaigns have a narrative that makes you feel something. And effective brand storytelling is the secret to success on social media and beyond. For expert advice, we chatted with Daniel Reynolds , Senior Vice President of Global Content, Media, and Partnerships at Hilton . Before checking in to the hospitality industry (pun very much intended), Reynolds worked for other global brands, including Disney and Toyota. And for every brand he’s worked with, storytelling has been an important marketing strategy. “How to extend the story of a brand in new and different formats has always been a key throughline,” he shares. Hilton’s storytelling is authentic and inspiring: think photos and videos taken by real hotel guests, horror stories from the competition, and partnerships wi...