“We used media insights to understand our audiences in China and abroad, and both WeChat and Instagram met the brief to achieve two of our key objectives,” said Luca Deplano, vice president of brand communications at Shangri-La, Hong Kong. “The first was to leverage mobile as the most preferred communication device used by our audience, and second was that both platforms gave us the opportunity to put engaging story-telling content at the heart of our global communications,” he said. “We wanted to create content that reflected our brand values of hospitality from the heart. Over the course of a month, these short animations tell a longer story in a beautiful, charismatic, and rewarding way that reflects these values.” Get the full story at Luxury Daily