Step 02 · Cadbury Silk
Scan configuration
Cohorts, keywords and a core scan universe define where we read from. Creator ecosystems, occasions, cultural language and product ideas are discovered as output nodes in the next step — not configured here.
Known Silk Cohorts
What we scan, where we scan it
Each cohort defines seed keywords, the core scan universe (which posts/comments to read), competitor & substitute conversations to compare against, and the node families the engine should surface in the output graph.
Cohort
Meaning
Node families to identify
Source
Actions
1
Couples, crushes, anniversaries, Valentine moments — chocolate as a love language.
OccasionEmotion+6
Sprinklr
What it means
Selected data source
Seed keywords
Cadbury SilkDairy Milk SilkSilk ValentineValentineanniversarycrush giftboyfriend giftgirlfriend giftproposaldate nightchocolate gift
Core scan universe — where we read from
Official Silk postsOfficial Cadbury postsCadbury Valentine campaign postsChocolate gifting postsCompetitor chocolate gifting postsSprinklr export
Brand posts, campaign posts, competitor posts, listening exports, CSVs.
Competitors / substitutes
Ferrero RocherLindtTobleroneFlowersPerfumeCakeJewellery
Node families to identify (output)
OccasionEmotionCultural LanguageAudience AffinityCreator EcosystemSubstitute CategoryProduct IdeaActivation Platform
Creator Ecosystems live here — they are discovered, not pre-filled.
2
Gen-Z campus romance, confession culture, hostel gifting under ₹999.
Audience AffinityCultural Language+3
Brandwatch
3
Brownies, cakes, milkshakes, eggless dessert culture, air-fryer baking.
Product UseBarrier+5
Talkwalker
4
Aspirational shoppers who pay for packaging, story and gift-worthiness.
Premium CueSubstitute Category+5
Meltwater
5
Diwali, Rakhi, wedding return-gifts, corporate hampers.
OccasionProduct Idea+4
Sprinklr
6
Late-night cravings, mood fix, comfort treat for hard days.
EmotionOccasion+4
Brandwatch
7
Fans of Ferrero, Lindt, Hershey's — switchable with the right cue.
Substitute CategoryBarrier+3
Meltwater
8
Complaints — too sweet, melts, small size, no gift box, sugar concern.
BarrierProduct Idea+1
Sprinklr
8 cohorts · 47 seed keywords · 40 scan-universe items
Run discovery → discover affinity graph