RAID Shadow Legends Podcast Case Study

Raid Shadow Legends Influencer Marketing Campaign

CASE STUDY

Overview

RAID: Shadow Legends is a globally recognised fantasy role-playing game developed by Plarium, known for its immersive gameplay, strategic combat mechanics, and visually impressive champions and environments. With a strong international player base, RAID continues to explore innovative advertising channels to drive awareness and user acquisition.

We partnered with RAID to expand its influencer marketing strategy into the emerging world of podcast simulcasts, combining the authenticity and engagement of podcast advertising with the visual impact of YouTube. Through a data-driven approach, we delivered a scalable campaign designed to reach highly engaged niche audiences, generate awareness, and drive new player acquisition.

Challenge

Although RAID had extensively explored traditional influencer marketing channels, the brand had yet to fully capitalise on the growing potential of podcast simulcasts.

The challenge was to identify an effective advertising format capable of combining the trust and audience loyalty associated with podcasts with YouTube’s powerful visual storytelling capabilities.

RAID’s distinctive graphics and immersive gameplay are important selling points, making visual demonstrations particularly valuable in encouraging purchase and download decisions.

At the same time, the campaign needed to reach niche audiences through trusted creators while accommodating different content consumption behaviours, including listeners consuming podcasts exclusively through audio and viewers watching on connected TV devices.

The objective was to develop a scalable advertising strategy that could maximise audience reach, strengthen brand awareness, and drive measurable user acquisition.

Solution

Media Bodies developed a strategic simulcast advertising campaign, leveraging our proprietary data analytics tools and comprehensive podcast databases to identify the most effective creators, content verticals, and advertising opportunities for RAID.

Strategic podcast selection: We curated a selection of podcast shows with highly engaged audiences across six relevant content verticals, ensuring alignment with RAID’s target audience segments.

Simulcast advertising activation: By activating campaigns across both audio-only podcast platforms and YouTube, we combined the strengths of traditional podcast advertising with visual influencer marketing.

Visual storytelling: YouTube integrations allowed creators to showcase RAID’s distinctive graphics, gameplay, and immersive fantasy environments, reinforcing the game’s appeal to potential players.

Multi-touchpoint conversion strategy: We implemented multiple tracking and conversion touchpoints, including audio pixels, QR codes, and links in creators’ bios, enabling audiences to engage with the campaign regardless of their preferred viewing or listening format.

Data-driven optimisation: Leveraging our analytics tools and performance insights, we developed an effective and scalable simulcast advertising plan designed to maximise reach, engagement, and conversion opportunities.

Results

The campaign successfully introduced RAID to a new advertising channel, combining podcast authenticity with YouTube’s visual impact to reach highly engaged audiences across multiple content verticals.

Content Verticals:

Nine simulcast advertising integrations delivered across six content verticals

Expanded influencer marketing into the emerging podcast simulcast ecosystem

Increased opportunities to reach audiences through both audio-only and video consumption

Multiple tracked conversion touchpoints implemented, including audio pixels, QR codes, and links in bio

A scalable, data-led advertising strategy supporting brand awareness and user acquisition

Integrations Delivered

Content Verticals