Bringing EU aquaculture to life through influencer storytelling

ICF Next developed and executed a pan-European influencer campaign that connected the public with aquaculture producers across multiple EU countries. By combining site visits with targeted social media collaboration, the campaign translated complex topics into engaging, human-centred stories that resonated with new audiences and strengthened public understanding of EU aquaculture.

Challenge

Aquaculture plays a key role in sustainable food production in Europe, yet it remains widely misunderstood by the public. Many audiences are unfamiliar with how the sector operates and its environmental and societal benefits, often influenced by misconceptions about production practices.

At the same time, engaging broader audiences, particularly those outside policy or industry circles, and communicating technical, often intangible benefits—such as sustainability, food security, and local economic impact—required a more relatable and accessible approach.

Solution

ICF Next designed an influencer-led activation that put real experiences at the centre of the storytelling approach.

• Immersive field visits: Influencers travelled to aquaculture sites across Europe, experiencing production firsthand and interacting with local producers.
• Authentic storytelling: Creators shared their journeys through Instagram Reels and Stories, translating technical processes into accessible, engaging narratives.
• Targeted influencer selection: The campaign prioritised nano- and micro-influencers with strong engagement and credibility, ensuring authentic connections with their communities.
• Clear messaging framework: Content focused on three core pillars—sustainability, myth-busting, and community impact—to ensure consistency while allowing creative freedom.
• Pan-European reach: Influencers from multiple countries collaborated, amplifying messages across diverse audiences and markets.

This approach bridged the gap between policy communication and everyday audiences, combining institutional credibility with the authenticity of peer-to-peer storytelling.

Results

The campaign successfully translated EU aquaculture messaging into engaging, high-performing social content. Beyond quantitative performance, the campaign delivered a strong qualitative impact by humanising the aquaculture sector, strengthening trust, and fostering a deeper understanding of its role in sustainable food systems.

By combining authentic storytelling with strategic influencer engagement, ICF Next helped reposition aquaculture as a modern, sustainable, and human-centred sector, bringing EU policy priorities closer to citizens across Europe.