Saratoga Springs — A fitness influencer’s morning routine is going viral…for a variety of reasons…but as it goes viral, so does Saratoga Water.

The video posted by Ashton Hall shows him getting up in the morning, and using Saratoga water throughout his routine, including to dunk his face in a bowl of it.

This video has hundreds of millions of views on social media platforms. CBS6 is looking into the possibility Saratoga Water is a brand partner, but regardless, the guerilla marketing is working, as Saratoga Water’s parent company saw its stock go up, and its google searches go up by about 1000 percent in a day. Saratoga Springs Mayor John Safford said he originally thought it was photoshopped, but says it reminds him of the publicity the City received during the Belmont Stakes.

“Fox Sports just being here showing off the city,” Safford said. “I mean that was worth millions of dollars in free advertising. So the same thing with Saratoga Water, if it goes viral, that’s wonderful.”

The brand has leaned into it themselves, with recent posts referring to Hall’s video, which also has others posting their own versions featuring Saratoga Water and bananas (which are also included in his original video).