The Ballarat International Foto Biennale was founded in 2005 and attracts significant International and Australian photographers as one of Australia’s pre-eminent photography festivals. Following the success of the Ballarat region’s attraction to Chinese visitors, in particular, the famed Sovereign Hill open-air museum, the organisers wanted to raise awareness of the photography exhibition to local Chinese living in Melbourne. Four key micro influencers with strong followings in arts and photography were chosen to create engaging content for their Chinese fans, which they did impressively.