August 7, 2025
About LG U+ and Wisebirds
LG U+ is one of South Korea’s leading telecommunications companies, spearheading digital transformation through innovative services across 5G, AI, and home solutions. As part of its ongoing commitment to innovation, LG U+ launched ixi-O, an AI-powered calling app that summarizes call content and answers calls on behalf of users, offering a next-generation communication experience.
Wisebirds is a premier full-service digital marketing agency in Korea, recognized for its end-to-end strategic expertise. Known for performance-driven campaign planning and data-centric insights, Wisebirds delivers customized marketing solutions that drive business performance and foster sustainable growth for its clients.
Challenge: Expanding Reach Beyond the Walled Gardens
The ixi-O AI calling app was initially available exclusively to LG U+ customers, limiting the addressable user base due to the company’s telecom-specific restrictions. Its initial iOS-only release further narrowed early user acquisition opportunities.
Major advertising platforms like Google and Meta, often referred to as walled gardens, restrict campaign reach to users within their own ecosystems, making it difficult to engage broader audiences across external channels. Meanwhile, reward-driven channels posed challenges in both budget efficiency and user quality, as their high sign-up requirements often yielded low returns.
LG U+ needed a performance-driven marketing channel that could overcome targeting constraints, going beyond simple installs to drive meaningful user engagement, and ultimately supporting the app’s sustainable growth.
The Android release greatly expanded the potential user base, presenting a timely opportunity to scale the app’s reach and accelerate growth efforts.
Solution: Broad Reach and Improved Targeting Drive Quality Installs
To scale user acquisition despite targeting limitations, LG U+ selected Moloco as a key media partner, tapping into Moloco’s advanced AI-driven optimization capabilities and access to high-quality inventory across the independent app ecosystem. Wisebirds, LG U+’s strategic marketing partner, led campaign planning and execution, collaborating closely with Moloco to drive performance at every stage.
1. Reaching Beyond the Walled Gardens with Moloco Ads
Moloco Ads gave LG U+ access to high quality inventory across a broad range of major apps, reaching audiences not accessible via traditional walled gardens. By operating within the Independent App Ecosystem, Moloco expanded campaign reach beyond the walled gardens' closed ecosystems, delivering significantly broader coverage.
Moloco Ads also intelligently selected ad placements by factoring in user quality, contextual relevance, brand safety, context, and timing, ensuring that ads appeared in the right places at the right moments.
2. Acquiring High-Value Users With AI-Powered Targeting
Moloco’s AI-powered models played a central role in dynamically optimizing campaigns toward LG U+’s core conversion goal: user sign-ups. Ads were automatically served to users with the highest likelihood of conversion, eliminating the need for manual targeting.
3. Data-Driven Optimization for Maximum Efficiency
To boost campaign efficiency, the teams at Moloco and Wisebirds continuously monitored performance and refreshed creatives in line with the broader IMC campaign calendar. Moloco’s recommended creative formats were strategically deployed to drive efficiency. Also, the team continuously monitored performance and, based on this, strategically reallocated budgets from other channels to Moloco to maximize cost efficiency and conversions.
Furthermore, Wisebirds’ experienced team provided end-to-end support across media mix planning, real-time analytics, and hands-on collaboration with Moloco, enabling agile, data-driven decisions that maximized campaign effectiveness.
Results: Measurable Growth With Lower Costs
Even with a constrained target audience pool, the campaign successfully drove meaningful user conversions, achieving strong performance across key metrics such as app installs, action-based conversions, and cost efficiency.
- 15% of total installs attributed to Moloco (across all channels)
- 25% increase in sign-up conversion (April vs. June)
- ~3x lower CPI and ~2x lower CPA compared to other channels
Moloco has proven to be an effective channel for targeting users with high conversion potential, delivering meaningful results in the ixi-O campaign. As expanding coverage for ixi-O became a key priority, Moloco successfully drove consistent sign-up performance while keeping costs down. — Sejoong Kim, Senior Manager, Home AI Marketing Team, LG U+
Customer
LG Uplus
Headquarters
South Korea
Industry
Telecommunications
Product
Moloco Ads
