What if every single online review was an ad for your brand?
That's the simple idea behind this campaign for Cadbury's 5 Star Chocolate Bar.
Simple... but genius.
P.S. You would be forgiven if you'd never heard of this product before reading this post. If you're curious, Wikipedia tells us "5 Star is a chocolate bar produced by Cadbury's and sold in India, Indonesia, Malaysia, Brazil, South Africa, the Philippines and Egypt. It is described as a 'caramel and nougat' mix covered with "smooth milk chocolate" and is sold in a golden wrapper decorated with stars." Now you know!
P.P.S. If you can think of a better ROAS than having every online review become an ad for your product, I'd love to hear it!
P.P.P.S. A hat tip to Tushar Sharma for bringing this ad to my attention.