Companies or projects need some catchy ways of getting the attention of the masses. Some does it through organic way of gaining followers and users and most does spend a lot of money to market the projects or products that they have.
With channels that are everywhere with the use of internet and someone who knows how to maximize the exposure and engagement of these companies really gets to enjoy the effectivity of it and converts it into sales.
And that is why it is not surprising if companies spends from thousands to millions of dollars into marketing because that's probably just 10%-20% of their income and are convertible into sales profits in gross.
For many brands, this percentage can exceed 30% of the company's general expenses. There are brands that allocate much higher percentages to continuous marketing campaigns. This cost increases according to the increase in competition in the market, and its main goal is to keep the brand in people's minds and not forget it because of the existence of other competing brands. Other companies rely in their industry on the scarcity of products and they do not need to conduct marketing campaigns because the demand for their products is high and does not stop and they do not have competitors and the market is able to support all producers.