Daniel House Club
Below are examples of social media content I created for Daniel House Club, an e-commerce platform that helps interior designers easily source furniture. From 2024 to 2025, my work focused on promoting the platform while fostering a sense of community among our members, most of whom work independently or in small firms. Our strategy prioritized video content across TikTok, YouTube, and Instagram—spotlighting product features, industry events, designer stories, and behind-the-scenes moments with our team. Through these efforts, Daniel House Club became more than just a sourcing tool—it grew into a space where designers could connect, share, grow, and feel part of a true community.
“#stitch with @robertgigs 🎥 We couldn’t stop at just one! Here are more of our thoughts on Robert & @Ethan Gaskill’s design 'icks' 👀 Let us know if you agree with these!
@robertgigs
#DesignIcks #InteriorDesign #ReactVideo #DesignFails #DanielHouseClub”
October, 2024
Video Credit: Kyle Davis
“Pt 1. Peter (as always) is asking to see the floorplan—because how else can you decide where to put your doll collection? 🏠 Meanwhile, we’re all loving the cozy vibes in Emma Roberts’ living room, especially that stunning fireplace! 🔥✨ What’s your favorite detail so far? Stay tuned for more of our thoughts on Emma’s incredible home.
What’s Daniel House Club? We’re a platform built by designers, for designers, to streamline product sourcing and logistics—so you can focus on creating beautiful spaces. Visit DanielHouse.club to learn more.
@Architectural Digest
#DHCReacts #EmmaRoberts #HomeTour #DesignTalk”
November, 2024
Video Credit: Kyle Davis
“#stitch with
@House of Hive Design Co
🎉✨ Kicking off the new year by celebrating the design trends we LOVED from 2024!
House of Hive is all about picture rails making a comeback – and we couldn’t agree more! 🖼️✨ They’re timeless, practical, and we’re ready to see them everywhere in 2025.
📸 Credit: Collier Webb
Who else is into this trend? Drop a 🙌 if you’re team picture rail!
#DesignTrends2024 #InteriorDesign #React #InteriorDesignFavorites #DanielHouseClubReacts”
December, 2024
Video Credit: Kyle Davis
“Step into Robert Fodor's NYC Apartment! 🏙️✨ Get a sneak peek of our VP of Sales & Concierge Services' stunning midcentury modern home. From iconic furniture to bold artwork, Robert’s space is filled with vintage vibes and sleek design. Perfect inspo for all you #MidcenturyModern lovers! 🛋️🎨
#InteriorDesign #NYCStyle #MidcenturyFurniture #ApartmentGoals #HomeTour #DesignInspo #DanielHouseClub”
September, 2024
Video Credit: Kyle Davis
I led a strategic revamp of the YouTube channel at Daniel House Club, resulting in significant engagement growth. This video alone reached over 90,000 views and nearly 200 comments in just a few months.
“Join us as we tour the stunning New York City apartment of Robert Fodor, VP of Sales & Concierge Services at Daniel House Club. Robert's space is a testament to his impeccable taste in midcentury modern furniture and art. Discover how he curates iconic pieces from the 1950s and 60s to create a warm, inviting, and stylish home.
What’s Daniel House Club? We’re built specifically for interior designers to help them work more efficiently. Our platform streamlines product sourcing and logistics, giving designers more time to do what they do best—design beautiful spaces. Join the club today at DanielHouse.club. Like, subscribe, and turn on notifications for more home tours and design inspiration!
#MidcenturyModern #InteriorDesign #NYCApartmentTour #HomeDecor #DanielHouseClub #MidcenturyFurniture #ModernArt”
September, 2024
Video Credit: Kyle Davis
Here’s a section of the Daniel House Club IG grid (a set of 6 posts) that I designed to feel like a designer’s workspace—sketches, plans, and inspiration laid out across the table. Inspired by our members’ idea boards, the goal was to make the feed feel familiar, inviting, and distinctly theirs. Each post was crafted to stand alone while contributing to the larger visual story. One of those posts is featured below.
“Introducing Powered by People at Daniel House Club!
@powered_by_people is a brand that empowers artisans and makers worldwide by connecting them with markets, financing, and digital tools. Its platform is a haven for conscious buyers, offering beautifully crafted decor and homewares from 3,000+ makers that reflect innovation, collaboration, and sustainable craftsmanship from 100+ countries. Every piece is a testament to the creativity and resilience of global makers.
Here’s why Powered by People stands out:
🔹 Creative – Fueled by collaboration and ingenuity.
🔹 Responsible – Committed to progress for people and the planet.
🔹 Innovative – Revolutionizing supply chains while uplifting local artisans.
🔹 Diverse – A global, inclusive, and female-led network.
🔹 Transparent – Ensuring values-driven purchasing with no compromise.
🔹 Self-sustaining – Growth for them means growth for their makers.
Ready to source with intention? Discover Powered by People today. Link in Bio!
#PoweredByPeople #SustainableDesign #DanielHouseClub #GlobalMakers #ConsciousLiving”
January, 2025
Schmidt’s
Below are examples of long and short-form social media copy I wrote for Schmidt’s during 2017-2021. These posts were primarily shared on Instagram, Facebook, and Twitter. The objectives for our social media copy varied from sharing fun short-form copy highlighting product features to longer-form copy introducing a new product.
“Start your year with a deodorant that keeps you fresh all day, like Charcoal+Magnesium. Packed with ingredients like magnesium, activated charcoal, and coconut oil, this formula feels soft when you apply, smells like freshly fallen rain, and is ultra-effective — keeping you fresh for 24-hours. ⚡”
January, 2021
“NEW! Coconut + Kaolin Clay is here to stay. 🥥 We’re kaolin clay stans. Why? Because it’s super soft and a real skincare gem. We’ve added it to our award-winning Sensitive Skin formula, and paired it with our limited-edition Earl Grey + Coconut Milk scent – think sweet and coconut-y, with notes of vanilla and black tea. Snag it up at Schmidts.com and use code 3SHIPFREE for free shipping on your order of 3+ items.”
September, 2020
“Ingredients worth shouting out. 📣”
July, 2020
“Activated charcoal is everywhere these days, including in some of our best-selling products. Here's why the hype is real:
🖤
AC is known to be adsorbent, meaning it can hold liquid molecules on a surface. This is different than absorption, which means the molecules of two substances intermix. While we can't claim that it helps with sweat, we know anecdotally that many of you feel our charcoal deos are very effective.
🖤
In toothpaste, activated charcoal provides a mild abrasion that helps with keeping those pearly whites...pearly and white. Our toothpaste is safe for daily use, but too much straight activated charcoal (like the powders you dip your brush into) can be harsh on tooth enamel over time. Just be mindful if you are incorporating multiple sources into your oral care routine.
🖤
Last PSA: activated charcoal is NOT the same as the BBQ briquettes at the grocery store. (wink emoji). This ingredient should only be used as directed in tested, trusted products. Find our hard-working activated charcoal lineup at Schmidts.com!”
April, 2020
“What goes into a perfect swipe of deodorant?
1. Clean skin. Deodorant is maximized when it’s applied when you’re freshly bathed (or showered, your choice!).
2. Dry skin. Dry skin helps absorb deodorant more easily.
3. Nick-free skin. Wait an hour or so after shaving to apply deodorant. (This is *super* important)
4. Swipe right. Our natural formula warms on contact with body heat. Gently press your deo stick to your skin for at least 5 seconds before applying.
5. Less is more. All you need is 1-2 swipes!”
February, 2020
“Citrusy fresh Patchouli+Hops is baking soda-free, infused with vitamin-rich hemp seed oil, and most importantly, it will help keep you fresh all day. 👍💛”
February, 2020
“The gift that keeps on giving... natural deodorant that actually works! ❤️️🎁🎉”
December, 2019
“
Clean up your clean just in time for the holidays! Our concentrated laundry detergent is free of MIT/BIT, dyes, synthetic fragrance, and propylene glycol. Packaged in PCR and available in three seriously amazing scents. Try it today at @WholeFoods. 💛”
November, 2019
“
DIY-lovers, get excited... Schmidt's Cleaning Vinegars are here! 🤗 Skip the bleach, MIT/BIT, and artificial fragrances. Clean with vinegar and the best essential oil blends around. Available exclusively at @wholefoods.”
October, 2019
“
We’ve heard your suggestions and have exciting news. 🎉 Our best-selling Signature scents are now enriched with magnesium. Say “Hello” to a smoother glide and 24-hour odor protection. Find them at Schmidts.com and wherever you buy your Schmidt's. 💘 Which scent will you choose?”
October, 2019
“Here+Now is here, for good! Co-created with @justinbieber, Here+Now combines spicy citrus, warm florals, and deep woodsy notes for an unforgettable aroma. The formula is baking soda-free and incorporates activated charcoal, plus magnesium, for a smooth glide on skin. 💛 😎⚡️Get it today at Schmidts.com... and a @Target near you!”
September, 2019
“Our new Rose+Black Pepper for Sensitive Skin is formulated with hemp seed oil. Why hemp seed oil? 😍🌹🖤
-It’s vitamin-rich
-It’s known to contain omegas 3, 6 & 9
-It's smooth and gentle on skin
-We love it!”
August, 2019
“Clean with clean ingredients: shea butter, essential oils, turmeric and exfoliating apricot seed. 💛⚡️😍”
August, 2019
“
I spy with my little eye… self-care products that are free from aluminum, propylene glycol, artificial fragrances, artificial sweeteners, and dyes. ⚡️💙👍”
July, 2019
“When many voices unite as one, we can truly make a difference. Throughout the month of June and LGTBQI+ Pride Month, we are partnering with Lachlan Watson, a non-binary actor, and the Trans Justice Funding Project to raise awareness and support members of the trans and non-binary community that don’t have access to basic needs + feel isolated due to a lack of advocacy. Will you join us? Here’s a state by state list of trans-led orgs to which you can donate:
transjusticefundingproject.org/map/
#UnitedWeStand”
May, 2019
“
Clean up your clean with products that are free of aluminum, propylene glycol, parabens, phthalates, artificial fragrances, and dyes. 💛🛁☀️ Available on Schmidts.com and a retailer near you.”
May, 2019
“Natural flavors that kids are crazy about, and ingredients that parents love -Vitamin E, Tea Tree, and coconut oil to help encourage mouth health for growing smiles. 🍍😋🍓”
May, 2019
“Get ready for a treat! Today, we’re launching our brand new Mouthwash! This innovative, plant-powered formula will leave your mouth feeling cool and refreshed with ingredients like coconut oil, goji berry, and pomegranate. Available in Wondermint, Tea Tree+Ginger, and Coconut+Aloe... AND did we mention that they pair perfectly with our Tooth+Mouth Paste? Available now at Target and MySchmidts.com/mouthwash. 💙😄🙌”
February, 2019
“
Bring a little cheer everywhere you go. 🎄😍 Find our holiday collection on Schmidts.com and at Whole Foods Market.”
November, 2018
“Have you tried our moisture-rich body washes yet? Dare we say, it’s the most luxurious Schmidt’s product yet? ✨💎 🛁 Available at Target. ❤️️”
September, 2018
“
Say hello to your new favorite floral: Lily of the Valley, an uplifting, fresh, comforting scent symbolizing happiness and hope. 5% of every Lily of the Valley purchase benefits @janegoodallinst’s efforts to protect animals and the environment. Available in our award-winning Signature and Sensitive Skin formulas on MySchmidts.com/lily. 💛🐵🌿”
August, 2018
“🍃 A collection of #fresh. 🍃”
July, 2018
“
Just a couple sticks with a lot of style. 😘”
July, 2018
“Warm weather ready! 😎👙”
June, 2018
“
It’s true, we’re the ones who put the lime in the coconut. 🍋👉🥥”
July, 2018