1) The document discusses using customer purchase behavior data and social media activity to identify brand advocates who can drive sales. 2) An analysis found that targeting advocates based on their shopping patterns and buying clusters led to twice as many repeat purchases and an average 8% sales lift compared to targeting with demographics alone. 3) Six months later, 50% of the initial sales lift was still being sustained, showing advocates continued purchasing after campaigns ended, unlike other media. The study aims to expand these findings to more categories.