‘Omar’ from Austin, Texas, purportedly had no idea what an influencer even was, so he asked his daughter and responded: “Pssh, I could do that.”

So he created the account @justaconstructionguy and began sharing beautifully curated images of his life. In just over a month, he’s racked up more than 528,000 followers.

But it turns out the guy was a carefully crafted persona designed to help a small coffee shop sell coffee.

The coffee roaster Cuvée Coffee in Austin finally revealed that the whole thing is actually a clever marketing stunt that resulted from a “creative brainstorming session.”

“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,” owner Mike McKim told BuzzFeed News. “We need a different type of influencer: a hard-worker, blue-collar guy.”