How to Write a Pitch That Brands Can't Ignore

Why most pitches fail

The response rate on cold DMs and emails to brands is below 5%. That means for every 20 messages you send, you can expect a reply to maybe one. The reason? Most pitches look exactly the same.

"Hi! I love your brand and would love to collaborate. I have X followers and create content about Y. Let me know if you're interested!"

That message says nothing about why you specifically are the right person for that specific brand. It gives the brand nothing to work with. And it drowns in a sea of identical requests.

The good news? A thoughtful pitch stands out immediately, precisely because most people don't put in the effort.

Anatomy of a winning pitch

Every pitch that actually leads to a collaboration contains five elements. If one is missing, the pitch loses credibility.

1. A hook that shows you mean it

Open with something specific about the brand. Not "I like your products" but "I've been using your [specific product] for three months and my skin has never looked better." Show that you actually know the brand.

Brands notice immediately if you've sent the same message to 50 other companies. Personalization is what separates pitches that get replies from those that get ignored.

2. Your value proposition

Answer the question: "Why should this brand work with you specifically?" It's not about your followers. It's about your audience and how it matches the brand's target demographic.

Good example: "My audience is 78% women aged 25-34 in Scandinavia who are interested in sustainable beauty. That matches your target market."

Bad example: "I have 12,000 followers on Instagram."

3. Social proof

If you've done collaborations before, mention them briefly. Not the entire list, just the most relevant ones. If you don't have any, use engagement statistics or specific results from your content.

"My latest skincare post got 340 saves and 89 comments, several of which asked where they could buy the product."

4. A clear ask

Be specific about what you want. Do you want to try a product and share your honest review? Create a reel for their channel? Receive a PR package?

Avoid vague phrasing like "maybe we could collaborate somehow." Brands want to know exactly what you're proposing.

5. Professional presentation

Close with your media kit (attached or linked) and clear contact information. Short and concise. No novel, no desperation, no begging.

The entire pitch should be readable in under 30 seconds. If it's longer, cut it down.

Good pitch vs bad pitch

The bad pitch

"Hi! My name is Anna and I'm an influencer with 8,000 followers. I love your brand and would love to collaborate! I create content about fashion and lifestyle. Let me know if you're interested in sending products! My Instagram is @anna_lifestyle."

Why it fails: No specific connection to the brand, no numbers, no media kit, no clear ask. The brand has no reason to respond.

The good pitch

"Hi [Name]! I discovered [Brand] through your [specific product/campaign] and have been following you since. Your approach to [specific: sustainability/quality/design] aligns well with my content.

I create content about sustainable fashion for an audience that's 82% women aged 20-35 in Sweden. My latest collaboration with [brand] generated 12,000 views and 5.2% engagement.

I'd love to try your [specific product/collection] and share my honest experience with my community through a dedicated reel and stories.

My media kit is here: [link]. I'd love to hear from you if this sounds interesting!

Best regards,
Anna"

Why it works: Specific connection, relevant audience data, social proof, clear ask, media kit included. The entire message takes under 30 seconds to read.

Three pitch templates you can adapt

Template 1: First time pitching a brand

Best for: Creators who haven't done collaborations yet but have strong engagement.

"Hi [Name]! I've been following [Brand] since [time/event] and [specific reason you like them].

I create content about [your niche] for [number] followers with [X%] average engagement. My audience consists mainly of [demographics] who are interested in [relevant interests].

I'd love to [specific ask: try a product, create content, etc.] and share my honest experience with my community.

My media kit: [link]

Thank you for your time!
[Your name]"

Template 2: Experienced creator with portfolio

Best for: Creators who have done collaborations and can show results.

"Hi [Name]! I create [type of content] about [niche] and have collaborated with brands like [1-2 relevant names].

I believe [Brand] and my audience are a strong match: [specific reason based on audience data].

My latest collaboration with [brand] resulted in [specific outcome: views, engagement, conversions].

I see an opportunity to [specific proposal: create a reel series, an honest review, etc.] for you.

Media kit and case studies: [link]

Looking forward to hearing from you!
[Your name]"

Template 3: Niche expert

Best for: Creators with deep expertise in a specific area.

"Hi [Name]! As a [your title/expertise, e.g., certified skincare therapist / sustainability coach / personal trainer], I create content that helps my audience [specific: choose the right skincare, live more sustainably, etc.].

I've been testing [product category] for [number of years] and my audience trusts my recommendations. [Specific number: "my latest product review got 400 saves"].

I've been following [Brand]'s work with [specific] and believe your products would be genuinely valuable for my community. I'd love to [specific ask].

My media kit: [link]

Kind regards,
[Your name]"

What NOT to include

• Copy-paste templates without personalization. Brands see through them immediately.
• Price lists. If the pitch is about PR packages, don't bring up payment in the same message.
• "I'll happily post in exchange for free products." Frame it more professionally: describe what you want to create, not what you want to receive.
• Irrelevant statistics. Your total views since 2019 don't matter. Focus on the last 30 days.
• Apologies. "I'm still pretty small, but..." undermines your pitch immediately. Be confident with what you have.

Summary

A good pitch is personal, specific, and quick to read. It shows that you know the brand, that your audience is a match, and exactly what you're proposing. Combine that with a professional media kit and you've separated yourself from 95% of other creators.

On Unwrappa, your pitch goes directly to verified brands that are actively looking for creators. No guessing the right contact person, no DMs disappearing in a sea of requests.