Well, bit of background: my dad worked for the Georgian government in 2008. He was responsible for fighting the propaganda war in the Western media. (What you earlier called "feeding the western media a huge plate of baloney.", we'll have to disagree on that one). One thing he keeps repeating if how much the Kremlin's media game has improved since 2008.
Basically, in 2008, the message they tried to get out was that Russia was the good guy. But they failed: despite media budgets that were dozens of time larger than what my dad had at his disposition (He was after all, working mostly alone) the overall narrative was negative about Russia.
This time around, despite the actual situation being a much clearer case of Russia aggression, large swathes of the population, from the far-right to leftist liberal found itself agreeing with Russia. How come?
Well, one thing about being a liberal is that you're bound to hate your government. Just go over in the America thread for example: all you get is pages after pages of complaints about how things are run, despite the fact that the US is one of the best place to live in globally. This is actually part of an healthy democratic process: voicing out your complaints is the first step toward addressing them. But then, when you're used to hear shit about your government and your media day after day, it doesn't take much to forget that they're actually pretty damn good compared to global average. Or to end up supporting an aggressive autocratic leader like Putin, because he's opposing your government/the US and you know that these are assholes.
And that's the real genius of the western-directed Russian propaganda: they don't try to prop up Russia, they just focus on showing the West's failing, and putting all the Ukrainin dirt they can find in the spotlight. And god knows the West is full of failings.
A prime example of that would be Russia Today's American channel. They're doing some great reporting on America's problem (I like Abby Martin for example). And they don't make stuff up. Their goal is not to make Americans enthusiast about Russia, is to make them as cynic as Russians.