Say what you want about failing the propaganda war, but I think that's really only so far as keeping the tankies from taking the narrative. The Russians much more effective in Russia, where they control the whole media, save for young Russians who have access to Telegram and the outside Internet. They're also amplifying the apathetic voices who aren't affected by Ukraine and there are starting to be politicians who want to cut support.
Not everyone is as obsessed with this war as you or me, and all it takes is one personal voice to sway a lot of people.