Instagram-famous construction worker is influencer for Texas café

Omar, or @justaconstructionguy, has 533k followers for his construction-and-coffee posts, but he's more than just that

Omar is more than just a construction guy.
Instagram / justaconstructionguy
Omar is more than just a construction guy.

An American construction worker and Instagram influencer – named Omar, and known on the website as @justaconstruction guy with more than 533,000 followers – from Austin, Texas, is revealed to have been part of a publicity stunt by local café Cuvée Coffee, according to Buzzfeed News.

Café owner Mike McKim said the persona had been created as an ‘anti-influencer influencer’ campaign – and a construction worker was decided to be the right voice for the café to advertise and ‘influence’ the perception of its brand to the wider public.

He told Buzzfeed News: “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.”

McKim did not reveal additional details about Omar, but confirmed that he was, indeed, a construction worker who worked with Cuvée’s advertising agency, Bandolier Media, to create content for the Instagram feed.

View this post on Instagram

I coffee.

A post shared by Omar (@justaconstructionguy) on

“We started talking about construction guys, and so [Bandolier Media] reached out to Omar,” McKim said.

Buzzfeed News reported that Omar was compensated for the photoshoots, but the account – from conceiving content to posting and marketing it – was managed by Bandolier.

“The whole genesis started with the construction around us, which led to construction workers being in our coffee shop," he reportedly said.

"Let’s […] find the influencer that we couldn’t find. We pay them to make posts for us. That was the goal."

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