The team at Coral Communications conceptualized and executed an experiential marketing brand collaboration campaign between internationally acclaimed Nigerian-South African actress Chioma Umeala and the multinational coffee giant Starbucks. The collaboration aimed to generate positive public relations for both brands while enhancing their engagement and relevance with a young, female audience.

We hosted an event for young women aspiring to become actresses or pursue careers in film and television. The event, which was attended by aspiring actresses, familiar faces from South African television, and media representatives, took place at the Starbucks outlet in Melrose Arch, Johannesburg, South Africa.

In light of the numerous social media conversations about opening up the industry, this initiative focused on empowering young women with practical information on navigating their way into the acting industry.

The morning began with an inspiring poem from a young South African poet. Our guests then enjoyed a Starbucks coffee-tasting experience, where Baristas Lebo and Cynthia from Starbucks Melrose Arch guided them through the history of Starbucks and coffee. This was followed by a unique coffee pairing and tall beverages served in signature Starbucks cups, personalized with each guest’s name.

Chioma Umeala, known for her roles in BET Africa’s "Isono" and the American historical action-adventure "The Woman King," shared her journey to becoming an actress. She provided tips on how aspiring actresses can kick-start their careers in film and television and improve their skills to enhance their chances of being considered for roles. She also took questions from the audience to help each aspiring actress progress in their personal journeys.

Chioma’s mother Elsie also shared on how it is not always easy to support your child when they aspire to pursue careers in film and television because you want to protect them from all the disappointments that come with it, but once you see that it is their passion, you have to be there for them and support them all the way. Some of the aspiring actresses attended the event with their parents, so this then led to a conversation on how parents can support their children and help them to future-proof their talent and earning potential in an ever-changing industry.

Watch the event highlights video below: