August 19, 2025
About Npay and Wisebirds
Naver Pay (Npay) is a comprehensive financial services app operated by Naver, Korea’s leading internet platform. It offers seamless payments online and offline, money transfers, bill payments, point accumulation and redemption, and integrated financial product management.
Wisebirds is a 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 sustainable growth for its clients.
Challenge: Scaling MAU by Prioritizing Engaged Users
Npay set out to grow monthly active users (MAUs) by increasing app installs and acquiring new users. Beyond initial installs, the team aimed to drive down-funnel actions such as logging in and actively using Npay’s core financial services.
However, existing media channels limited both installs and conversions, even as budgets increased. So, finding a channel that could attract high-value users who would log in and use key in-app services became a critical priority.
Solution: AI-Driven Buying Across Premium Inventory With Strategic Budget Control
To address these challenges, Npay launched an app install campaign with Moloco Ads, leveraging AI-powered optimization and robust down-funnel conversion capabilities. Wisebirds partnered closely throughout, developing and executing the overall campaign strategy and ensuring precise data integration between the mobile measurement partner (MMP) and media channels to maximize performance.
1. AI-Powered Optimization through Full Postback Integration
By implementing full postback integration with the MMP, Npay captured granular user data, creating ideal conditions for Moloco’s AI to automatically optimize campaign performance. Moloco Ads’ advanced AI algorithms identified and targeted high-value users likely to install and actively use Npay’s core financial services. Ad budgets were also concentrated on high lifetime value users (LTV) without manual audience segmentation.
2. Extensive Coverage Including Premium Inventory and Creative Optimization
Npay leveraged Moloco’s extensive inventory access, including premium placements such as Kakao Bizboard*, to maximize reach and engagement. Outstanding performance on Bizboard validated Moloco’s cost competitiveness. As budgets scaled, performance improved across the entire campaign.
Moloco’s creative resizing service adapted ad creatives into multiple sizes and formats to ensure optimal exposure across more placements. This approach delivered tailored ad experiences for each inventory type and significantly enhanced overall campaign performance.
*Bizboard is a high-visibility ad placements on Kakao, including the top banner on KakaoTalk and other premium areas available through the Kakao Exchange.
3. Data-Driven, Phased Budget Optimization Strategy
Early on, Npay set an average daily budget, allowing for flexible spending while providing Moloco’s AI with the stability it needed to learn and optimize performance effectively.
Wisebirds then conducted an in-depth analysis of Npay user behavior and conversion data by day of the week and identified performance differences between weekdays and weekends. Based on these insights, the team fine-tuned budgets by day, allocating more to high-performing days and adjusting spend on lower-performing days. This approach maximized efficiency, significantly reduced cost per action (CPA), and improved campaign performance in a stable, sustainable way.
Results: 40% More Installs and up to 5x Better Login CPA
By partnering with Moloco and Wisebirds, Npay far exceeded its initial campaign goals and experienced outstanding cost efficiency in both CPI and login CPA compared to other media channels.
- 40% increase in app installs (vs. pre-campaign)
- Up to 3x better CPI vs. other channels
- Up to 5x improved login CPA vs. other channels
*Period: Q2 2025
Beyond installs, the Moloco-powered campaign boosted login conversions, highlighting the quality of user acquisition and stronger engagement with Npay’s financial services.
"Moloco was a strategic partner that not only delivered efficient CPI, but also drove post-install conversion performance, fueling tangible growth for our app. By leveraging premium inventory and implementing day-based budget optimization strategies, we achieved both cost stability and strong performance growth." —Soondo Hong, Marketing Lead, Npay
Customer
Npay
Headquarters
South Korea
Industry
Finance
Product
Moloco Ads
