Over the last four years, the Association of Genuine Alaska Pollock Producers (GAPP) has invested millions into collaborations with social-media influencers to create original recipe content, speak about the attributes of Wild Alaska Pollock, and engage in online dialogue about the fish and fishery. This program has proven to be incredibly successful both in terms of raising the awareness around Wild Alaska Pollock and associated products but also in terms of measurable, direct sales lift for each campaign. The results of this program can be easily replicated by others in the seafood industry and a larger online community of seafood influencers cultivated for the greater good of increasing seafood consumption.