I actually expect the whole thing will fizzle out relatively quickly. Nobody really cared about Navalny at this point anyways, and people who would get really riled up by this already think the worst of Russia anyways. At some point you kind of run out of ways to demonize further.

This does play an immediate role as a distraction from the collapse in Avdevka though and the fact that political situation in Ukraine is starting to look very precarious. So, assuming that Bild isn't full of shit, the main goal would've been to create a big distraction that can be milked for the next couple of months or so.