Omar – known on social media as Just a Construction Guy – went viral after making an Instagram account as a ‘lifestyle influencer’. Omar’s @justaconstructionguy Instagram account went viral on social media after he decided to become a social media influencer after learning about them from his daughter, and his following soared from 75 to an incredible 400,000 in just five days as the world fell in love with the down to earth husband and dad. In the end, BuzzFeed News reported that this wasn’t the full story, and that the idea was a clever marketing campaign by Austin’s Cuvée Coffee created the coffee company’s owner Mike McKim in collaboration with Bandolier Media. But despite part of the story being a marketing creation, Omar is indeed a very real construction worker and family man who has become so popular online that he now engages with a variety of brands (including Tiger Balm and Husqvarna Robotic Mowers).

Cuvée Coffee wanted to break the mould for their latest advertising campaign after finding most influencers to be too similar. The company also wanted to work with more of an everyman, and luckily they already knew construction worked and family man Omar – who had been a general contractor for one of the company’s team members for over 10 years. After approaching Omar and explaining to him about the campaign, they worked together to create @justaconstructionguy on Instagram, and the public responded in a huge way. Omar has now become one of the most unique influencers on the internet and also has over 230,000 followers on TikTok.