This Research Paper aims to analyse in depth the global propaganda strategy of the so-called “Islamic State” (IS) by looking at the methods through which this grand strategy is carried out as well as the objectives that IS wants to achieve through it. The authors first discuss IS’ growth model, explaining why global expansion and recruitment of foreign fighters are pivotal to IS success. Having in mind this critical role, the authors then explore the narratives and themes used by the group to mobilise foreign fighters and jihadists groups. Third, the paper analyses how IS deploys its narratives in those territories where it has established a foothold. Fourth, it outlines IS’ direct engagement strategy and how it is used to facilitate allegiance of other jihadist groups. The final section of the paper offers a menu of policy options that stakeholders can implement to counter IS’ global propaganda efforts.