This post originally appeared on Convince&Convert.

At first glance, Cadbury’s recent Google+ post featuring a pile of their delicious Dairy Milk candy seems like taking the easy way out when it comes to social media content. Who wouldn’t want to +1 a massive pile of chocolate?

However, if you dig a little deeper, you’ll realize how genius this post is.

Sure, the mountain of chocolate pulls the reader in, but the honesty of the post is what really spikes the engagement. It’s pretty cool that Cadbury shared some inside scoop – the chocolate is for an upcoming meeting with YouTube. The post also brings in fans by asking what the extra chocolate could be used for. It’s no surprise that fan comments said, “Hmm… can i please order… 1 trillion of those?,” or “I will look after the leftovers for you in my tummy :-).”

On a Google+ page that’s filled with a variety of content, this one-off, more “real” piece of content was one of the most engaging, with nearly 1,494 +1’s, 345 shares and nearly 499 comments.