They have been preparing for this ICO since long time, I can see their paid ads on facebook, in addition to tens of articles has been written about this project, some of the articles posted on very famous sites, but they have no social campaigns, maybe they do not neet them. After I checked their roadmap and whitepaper, I think they have good things to introduce, they may become well-known name in the crypto world like Ethereum, Monero, Lisk, ICONOMI....
I already saw their statement somewhere , they are not running any social media campaigns because they already have a solid presence there so running a campaign where they could actually lose some money since there will be always spammers and multiple accounts and It's hard to avoid is kinda a waste of both money and time for them , ICO is going to start in 5 hours for those interested in investing.
They have thousands of followers on facebook and twitter, they do not need to run social campaigns, and now after they have colloected about $2 millions in one day without social campaigns, they proved that those campaigns have small effect on the project.