About

Construction Dad refers to a parody Instagram account marketing campaign started by Cuvée Coffee which began with the pretense that the account was started by a construction worker father trying to prove to his daughter that he could be an influencer.

Origin

On May 3rd, 2019, The Instagram account @justaconstructionguy^[1] posted his first photo of himself in front of a construction site with the caption, "Hi, I’m Omar. This is my office. 👷🏼‍♂️👍" (shown below). The picture gained over 16,300 likes in a month.

Spread

On June 11th, 2019, Instagram user @middleclassfancy posted screenshots of the parody account and the original Tweet posted by @Barbzlovescarbs^[3] which reads, "My dad asked me what an influencer was, and after I explained he said 'Pssh, I could do that.' Well… he did. The best part is he works in construction" (the Tweet has since been hidden). The Instagram post gained over 147,300 likes in four days.

On June 13th, @justaconstructionguy^[2] reached over 440,000 followers. That same day, Cuvée Coffee^[4] revealed that it was all part of their coffee ad campaign in a blog post:

We asked Omar to be our influencer and he jumped at the idea. It was never about the number of followers. He was our influencer at 25 and he still is at 365k followers. For Cuvée, it was always about breaking the mold and giving people something different, which is what we try to do every day. We are honored that Omar chose to work with us and we are all humbled at the positive response to him as your average Joe influencer. As long as Omar wants to keep working together, we’ll keep his caffeine tank on full.

On June 14, Twitter users and followers of the Instagram account voiced their disappointment. Twitter user @JordacheBlossom^[5] posted an image of a jester with the caption "Me, when I found out that construction guy influencer was an admittedly clever marketing campaign" (shown below).

Various Examples

Search Interest

External References