There are plenty of influencers in the social media world. But most of them tend to be pretty similar.

For Cuvée Coffee, we wanted to break the mold and work with more of an everyman. The only problem? We couldn’t find that influencer. Luckily, we knew that real guy: Omar.

In addition to being a construction worker and family man, he had been a general contractor for one of our team members for nearly a decade.

So we asked him: want to be our influencer?

The Omar Experiment

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I am the one who constructs. 🛠🧪 #Heisenberg #BreakingBad

A post shared by Omar (@justaconstructionguy) on

After we explained to him what that meant, we began working with him to create @justaconstructionguy on Instagram. And people responded…IN A BIG WAY. He went from 75 followers to 450k in less than a week.

He became so popular, Omar is now one of the most unique influencers on the web and is engaging with a variety of brands. For example…