1. Research the brand and choose a relevant idea
Read the brand’s website, product pages and recent social content. Identify the customer they are speaking to and an idea you can realistically create. For example, a skincare creator could propose a short evening routine demonstrating how one product fits into an existing routine. Avoid unsupported product claims and do not promise results you cannot substantiate.
2. Find the right contact
Look for partnerships, influencer marketing, PR or content contacts through the brand’s official channels or a relevant directory. CCG members can use the Brand Contact Directory as a starting point. Check the person’s role before writing, and ask for the right contact if responsibility is unclear. Use business contact information appropriately and respect requests not to follow up.
3. Decide what you are offering
Be clear whether you are offering content for the brand to use, a post on your own channels or both. Specify a realistic format and concept. Link to two or three relevant examples instead of attaching a large folder. Include audience location and engagement information when you are proposing distribution to your audience; for UGC production, prioritise examples of the content itself.
4. Write a short, specific pitch
Use a subject line that names the idea, such as “Evening routine video idea for your skincare launch”. Open with the reason you chose the brand, describe one concept and explain your relevant experience. Finish with a simple next step. The example below is illustrative: replace the details with truthful information from your own work.
Example: a UGC pitch with a clear next step
Hi Maya, I’m a UK skincare creator and noticed your recent focus on simple evening routines. I’d love to discuss a paid UGC video showing how your cleanser fits into a three step routine, with close up texture shots and a short voiceover. My portfolio includes two similar routine videos, which I can share. Are you the right person to speak to about upcoming paid content projects? If so, I’d be happy to send the concept and a quote based on the usage you need.
5. Follow up with something useful
As a practical starting point, allow five to seven working days before one brief follow up, unless a campaign deadline suggests otherwise. Reply in the original thread, remind them of the idea and ask whether it fits their current plans. If there is no response, move on rather than repeatedly chasing. Record the date, contact and next action so you do not send duplicate messages.
6. Agree the scope before creating
If a brand is interested, clarify the deliverables, deadlines, fee, payment timing, revision allowance, exclusivity and usage before starting. Ask whether the content will be used in paid advertising and for how long. A request to post on your channels is different from a request to license content for the brand’s ads; your proposal should make the scope clear.
Your checklist before sending
Check the brand and contact names, confirm every claim about your experience, test your portfolio link and remove any irrelevant attachments. Make sure the email states the proposed content, why it fits and what reply you are asking for. CCG’s Pitch Studio and creator resources can help you organise a draft, but review every pitch yourself before sending.