It did ok on reddit (100 upvotes) but a few thousands upvotes on Imgur and made the front page with hundreds of thousands of views. I was shocked since I didn't even know that was a thing. But my guess is popular with people who are on their phone a lot, are not as tech saavy, or international.
A version of this: https://i.imgur.com/pgXjbNy.gifv
That wrongly creates the impression that there are only a few HN users engaging with it.
Both sites are quite "nerdy". Each in their own way.
7/7 would recommend
I remember going on the front page of Imgur once a couple of years back and it seemed less entertaining and more rage-baity than now -- think I'll revisit that decision...
Make no mistake, Imgur is a social network. It has its own memes, regular posting themes, and users recognised by the community[2].
[1]: They are (were?) proud of that and bragged about it in a page describing themselves.
[2]: https://knowyourmeme.com/memes/anewbadlyphotoshoppedphotoofm...
Besides, such company would do its best to stay discrete, by design.
Regularly, on imgur, you see a pic in interest for a celebrity, a rich person, a movie. It looks organic, but if you look closely, there are plenty of weird things about it. Then it disappears as suddenly as it arrived.
I believe that they sell the front page to PR firms that need to promote something in a way the people think themself came up with the hype.
It's probably the same for a lot of communities with a strong influence on trends, like popular sub reddits or hacker news.
There is no better ads than the one you don't see. There is no better slogan than the one you repeat to your friends as a catchphrase. And there is no better propaganda than the one based on ideas you thought you had by yourself.