I want to follow up with one clarification, the guy in the tiktok said it was a PR campaign. PR usually means it’s earned media. The church sends out a press release or does something that’s interesting enough for news outlets to pick up. (Like the charity vending machines. It’s interesting enough for a news outlet to be like “that could get some clicks.”) This was an advertising campaign. Which means everything is bought. This includes banner ads, YouTube ads, tv commercials, outdoor advertising (like the massive Times Square buy out every Christmas), and print materials. All in all over the course of the campaign I would guess the total cost was in the hundreds of millions of dollars. I would conservatively say $500 million.