It seems like a smart move, since they took the path of first launching their signature campaign before their Ann it made their thread free from posts like "remember to launch a sig-campaign, get a copper membership, etc." Most of the posts are now mainly directly related to the site itself.
Posts like that is not toxic and not harmful.
Companies can have two different approaches to launch their announcement thread and business advertisement on the forum.
Launch the announcement thread with plan to launch a signature campaign shortly after that because they already have a team member or outsource for signature campaign management.
Launch the signature campaign first and create their announcement thread later.
Both are good, if at the end, they have a signature campaign and good management to maximize exposure of their brand in the forum.