Global chains like Hilton and Marriott are going beyond conventional social media outlets in a bid to create less explicitly branded content. Marriott recently launched the hotel world’s first Snapchat campaign and partnered with blogging platform Medium to produce a travel and lifestyle vertical, for which the hotel will only provide about 8% of the stories. Marriott also launched its Content Studio in 2014. The studio produced popular videos like Two Bellmen, which features Hollywood actors and has garnered five million views on YouTube. These creative videos have far outperformed those released by other brands, as shown by this chart. Get the full story at L2 Download a free excerpt of L2’s Digital IQ Index: Luxury Hotels (free registration)