Case Study: How NordVPN Scaled Growth Through Podcast Advertising
- Kacey Clarke
- Nov 26
- 4 min read
Since 2022, NordVPN has partnered with us to scale its podcast advertising strategy across multiple creators and shows. The goal was simple: build global brand awareness while driving measurable growth in user acquisition.
In this case study, we’ll explore how we used podcast advertising in a multi-year strategy that delivered mass growth and a strong return on investment.
Campaign Objectives
Primary Goal: Build brand awareness and acquire new users.
Duration: 2022 - Present
About NordVPN
Founded in 2012, NordVPN is the world’s leading Virtual Private Network (VPN) service which ensures the security and privacy of users’ online activities. By encrypting internet traffic on unsecured networks, it effectively safeguards online identities, conceals IP addresses, and shields sensitive data from potential threats posed by third parties. Boasting a vast network of over 8,400 servers across 165 locations, NordVPN provides extensive global coverage. This allows users to access content from various locations while maintaining optimal browsing speeds. Through a combination of robust security measures, an extensive server network, and a variety of exclusive features, NordVPN has positioned itself as a top choice for those seeking a reliable and high-performing VPN solution.
Strategy and Execution
We developed a multi-platform podcast campaign designed to maximize reach, consistency, and trust with audiences. Our approach included:
Partnering with hundreds of podcasters across new genres and markets.
Securing long-term integrations to build familiarity and repeated brand touchpoints.
Managing end-to-end execution: outreach, negotiations, contracting, campaign management, and reporting.
Measurable Results
Key Stats
193 shows partnered with
1,577 integrations delivered
8-9 average episodes per show across 3 years (2022-2024)
Brand Impact: Working together with NordVPN we’ve scaled its podcast footprint from an initial 82 shows in 2022 to 193 shows by 2024. The year-over-year increase in integrations and depth of partnerships signals stronger brand visibility and consistent consumer engagement. Long-term integrations ensured frequent exposure and stronger audience recall.
Engagement: Across three years, we’ve delivered over 1,500 integrations for NordVPN with an average of 8 episodes per show, embedding them into communities of highly engaged listeners.
Commercial Results: Our results consistently exceeded ROAS targets, even across different campaigns, seasons, and audiences.
At PAWW we don’t just meet expectations, we consistently outperform them.
Year-on-Year Overview
2022: Establishing a Foundation
82 shows partnered with
308 integrations delivered
3.76 average episodes per show
At this early stage, we focused on testing partnerships and establishing Nord’s presence across a diverse range of podcasts, proving we could help them to profitably scale their podcast marketing.
2023: Scaling the Strategy
76 shows partnered with
511 integrations delivered
6.72 average episodes per show
We focused on investing in deeper partnerships, nearly doubling integrations to strengthen repetition and recall. 2023 saw the campaign go worldwide, with top performances across North America, Europe, and Australia.
Key takeaway: Stronger partnerships meant more consistent exposure and higher audience trust. A global podcast ad strategy increased worldwide brand reach for NordVPN.
2024: Optimizing for Growth
84 shows partnered with
758 integrations delivered
9.02 average episodes per show
NordVPN leaned heavily into long-term collaborations, maximizing touchpoints and strengthening loyalty.
Key takeaway: A mature strategy that balanced reach and repetition, embedding NordVPN within podcasting communities.
Overall Impact (2022–2025)
Over three years, our collaboration with NordVPN evolved from short-term placements into sustained partnerships, achieving scale, repetition, and measurable growth.
By only two quarters into 2025, we had already achieved greater than what we accomplished in 2024, and our successful partnership is still growing.
Step-by-Step: How We Executed the Strategy
Market & Show Selection: We used our deep knowledge of the podcasting landscape and NordVPN’s past campaign experiences to identify the most suitable podcasts for the campaign. We identified podcasts across relevant categories and geographies, ensuring strong alignment with NordVPN’s target audience.
Evaluation of Fit: Each potential show was assessed based on location, content, host personality, download metrics, engagement, and pricing. We focused on successful shows within the chosen categories and countries, prioritizing those with a proven track record for similar projects.
Collaboration: NordVPN was actively involved in the process, giving input and feedback to ensure the partnerships felt authentic to the brand.
Strategic Scaling: We started by securing foundational shows in 2022, then, using this experience, identified similar podcasts in new markets. This allowed us to grow into new regions and secure higher-frequency placements in 2023 and 2024, helping NordVPN expand reach effectively.
Creative Optimization: We advised on integration formats, ensuring that ad messaging blended naturally with hosts’ delivery styles to maximize trust and listener response.
Long-Term Partnerships: By establishing strategic collaborations, we enabled NordVPN to build long-term podcast partnerships, reinforcing brand recall, reducing campaign risk, and optimizing ROI.
Sustainable Growth: This approach paved the way for NordVPN to expand steadily over three years, establishing a scalable, repeatable podcast strategy that drove both reach and long-term presence: and this is only the beginning.
Conclusion
NordVPN’s podcast advertising journey illustrates how brands can achieve measurable growth when they commit to the channel.
By cultivating strong creator relationships, optimizing execution, and scaling integrations year after year, we helped NordVPN achieve global reach, audience trust, and profitability in a competitive market.
Curious about what we could do for your brand? Contact us today to launch your podcast campaign.
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