They have everything very well organized and are doing whatever it takes to get ahead but coming here you can see what they have done. Their efforts will be a little suspicious because they started in such a way, suddenly it seems that they will get out of here but it is not possible to get out like this and even if they can get out then their position will not be good for long. (Although I don't know what their plan is or how they will take the next steps) But if they want to, they can do something good and they are trying to come up with a new campaign again. Their plans should be clear and beautiful, let's see what they will do now.
Anyway, that'sup to them to decide. What I noticed is in order to have much better exposure and reputation, a signature campaign has to run for a good number of weeks. If a campaign runs for let's say only a week, after that week member are going to remove their signatures immediately leading to no exposure.
I think people running this campaign should rather be longsighted vs shortsighted.
Most of the popular brands I know that have advertised here and are now successful have done it long term. Some eventually could afford to stop signature campaigns because they had more than enough customers.