There's probably little argument of how successful the Fantastic Four became after their series premiered in late 1961. Once the book found its legs, you could almost see comics history unfold in front of you every other month. When the book went to monthly publication almost a year later, and still growing in popularity, Marvel apparently felt comfortable enough with the book's solid standing to begin using it to promote the company's other fledgling characters and titles. As the saying goes, they would have been fools not to.
In various other media, such as television shows, that method of promotion meets with mixed results, so with published product it's no surprise to find the same mixed bag of success or failure. Perhaps that's mostly due to the concept itself that you're trying to have "catch on"--i.e., if the concept is fundamentally flawed in terms of how it appeals to readers, that appeal isn't necessarily going to be ignited by a change of venue. But you never know what happens when you roll the dice--and with the FF on such solid ground, it remained to be seen whether their success could rub off on some of Marvel's other players.
And brother, were those dice rolled a LOT:
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