A construction worker dad has shown how easy it is to become an Instagram star after racking up over half a million followers by posting pictures of himself mocking typical influencers on the platform. It has since been revealed the stunt was the result of a brainstorm for new promo tactics for a small coffee shop.
Posting under the handle @justaconstructionguy, Omar, based in Austin, Texas, has been catapulted to online success. But it has now been revealed everything was a carefully constructed stunt to advertise a local coffee shop. And it seems the plan worked.
Only appearing on Instagram last month, the account was the result of a “creative brainstorming session” by Cuvee Coffee staff. The page has since hit dizzying social numbers for mocking influencer culture.
Speaking to Buzzfeed News, coffee shop owner Mike McKim said:
The whole idea was what we always thought as an influencer, and what we used as an influencer in the past, they don’t always fit our brand. We need a different type of influencer: a hard-worker, blue-collar guy.
With thanks to ad agency Bandolier Media, the persona was born. Things went up a notch after a Twitter account with the handle @barbzlovescarbs posted about the account, claiming it was her dad, with the tweet subsequently spreading across social media.
McKim admits the goal had been to get the Instagram profile to 1,000 followers. But now, it sits at 531,000. Not a bad effort!