B2B · Supercomm
03 / 04
From the queue on WhatsApp to a finished ad.
Small providers promote Globoplay, Telecine, and Premiere through CeletiHub. Artwork approval was the bottleneck. The product had two phases: an auditable queue, then a generator that publishes already inside the brand manual.
01 — Problem
186 requests a week do not fit in a chat.
Campaign approval happened on WhatsApp. With 186 requests a week, messages got lost, rework grew, and partner brand rules were at risk. Interviews with the customer-success team and a reading of Zendesk and Desk Manager pointed to the same need: a central queue, with an owner and a history.
02 — Phase 1
First, a queue that can be audited.
Two views in the same system. The provider uploads a file, follows the status, and can contest it. The internal team approves, rejects, or asks for a change, with an automatic email. WhatsApp stopped being the process.
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01
Product
The problem was loss and rework, not a missing channel. Acceptance was a queue with status, history, and an owner.
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02
Experience
The provider view and the internal view were designed as different jobs. Whoever sends, tracks. Whoever reviews, decides, with a notification instead of a manual chase.
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03
Engineering
Weekly sprints with front end and back end. A design system on Material UI. Heavy files through an external link. Tickets assigned to whoever is signed in.
- 98%of providers adopted the platform
- 432 ha year returned to operations
- +12%in annual revenue, with 3 analysts moved to strategic work
03 — Phase 2
A faster queue did not solve urgency.
An SLA of up to 7 days blocked last-minute promotions. Providers skipped the process to keep the date, and Globo penalized incorrect use of the brand. The second bet was to remove the wait, without opening the rule.
The bet
A self-service generator. The piece is born in a few clicks, already inside the clear space and the manual, and goes out cleared. Urgency stops being a reason to bypass the process.
The rule
On upload, the Google Cloud Vision API reads text and logos. If it identifies the logo or the word Globoplay, the file is rejected. The advertising stays the provider’s.
04 — Impact
The wait left the critical path.
- 7 dayswas the SLA of manual approval
- 0wait to publish a piece that follows the rule
- Brandpenalties for misuse stop being the shortcut for urgency