AI Outreach Automation
Outreach & Crawler for FRM
We built an AI outreach engine for a Melbourne talent agency. It finds fashion brands, matches each one to the right models and drafts the pitch for a person to send.
Cold outreach that couldn't scale.
FRM's growth ran on pitching fashion brands. Doing it by hand ate whole days, and off-the-shelf tools know nothing about models or comp cards.
- Finding brands worth pitching meant hours of manual research.
- Every pitch needed a comp card built by hand and an email written from scratch.
- Matching the right model to each brand's aesthetic was guesswork under time pressure.
- Outreach went out in fits and starts, with no view of what was actually landing.
- Generic outreach tools don't understand models, comp cards or brand fit.
The part we insisted on: a person approves every send. We build outreach that drafts and never outreach that fires on its own, because the cost of a bad automated pitch lands on the client relationship rather than on us. FRM reviews and sends. The system does the research and the writing, which is where the hours actually went.
AI does the legwork. A human sends.
The pipeline, step by step.
Discover brands
Fashion brands go into a cold pool (a list of brands nobody has contacted yet), ready to be analysed and pitched.
Analyse the fit
Claude reads each brand's website and works out its aesthetic, audience and the kind of model it books.
Match models
For each campaign, Claude pairs brands with the right models from FRM's roster by aesthetic and suitability.
Draft the pitch
Claude writes a personalised email for every match, and the renderer builds a PDF comp card for that specific model, with their stats and portfolio.
Review
Every draft lands in a review queue where the team edits, approves or rejects it. Nothing sends unreviewed.
Send & track
Approved pitches go out through Klaviyo with the comp card attached, and the dashboard tracks brands, sends and reply rate.
What changed.
Fast, but never on autopilot.
A human on every send
AI drafts and a person at FRM approves. Nothing reaches a brand without being reviewed first, so a bad draft never costs them a relationship.
Personalised, not spun
Each pitch is written for the brand's actual aesthetic and the matched model, with a real comp card, not a mail-merge.
Their data, their stack
Runs on FRM's own Supabase, with brands, models, drafts and sends all in one place they own. No per-seat outreach tool.
Built to grow
Built so automated brand discovery (Apollo/Apify) and higher-fidelity comp cards can be bolted on if the volume calls for it.
What we built it with.
What the client said.
“We were losing whole days to brand research, comp cards and writing pitches one at a time. Now the system finds the brands, matches the right models and drafts the entire pitch, comp card and all. We just review and send. It's turned outreach from a job nobody had time for into something that actually runs.”
Want something like this built?
A couple of lines is enough. It goes straight to Aidan, not a sales team, and if it isn’t worth building he’ll tell you.
- You deal with Aidan directly, not a sales team.
- A straight answer on whether it's worth building, and what it'd cost.
- You own everything we build. No lock-in and no per-seat fees.
Thanks, we've got it.
It's gone to Aidan, not a shared inbox or a sales team. If it's urgent, call 0415 525 006.