It might be good to see an improvement towards their marketing strategy, but we in a world where everything can be faked, and that includes this one. I don't know if you shared the advertising outlet that they've partnered with, but whatever the case is, I will still lean towards the fact that this might be faked.

Okay let's have a "benefit of the doubt" on this one. The question is, will it be sustainable? You might see lots of views, lots of reactions on one post, but can they do it again on their succeeding posts? Not being pessimistic here, but just looking at the reality because if that's all organic, and they see the project really interesting, they will comeback, view the post, and leave a reaction to it. Being good in marketing is a must when you're selling, but sustaining it is another one that's important as well. I've seen many businesses or projects that has been good at marketing, but unfortunately, they can't sustain it hence, their supposed customers are gone before they know it.

As for the title, marketing is very powerful and it's a must when you're selling things. Marketing, and very good at sales of course are the key to success.