I'm pretty sure that the download stats on the likes of appannie/googleplay ect will only show the figures from the New App period. Same as sensor tower we haven't had any updated figures since the 1 month period expired for the new app category.
Management appear to have waited until after the one month period expired prior to announcing marketing campaign had begun in their announcement to the ASX. So as we can't see progress in case it's not going to plan IMO. (pretty smart actually IMO)
