XRP runs good advertising campaigns even in the worst times. There's always new news of the deal. This causes the price to increase or stop. I'm waiting for new news.
That is not called advertising campaigns, it is known as Guerrilla marketing where XRP tries capturing market through creating fear of missing out feeling among investors. But such strategy doesn't sustain for long and that is the reason why XRP has been dumped over by 90% in last series of months.