GuildSuper & ChildCare Super

Who they are

GuildSuper and ChildCare Super are super funds focused on women working in pharmacy and early childhood. Over 80% of their members are women — and these funds are all about helping them grow, understand, and protect their super.

But when it came to digital, their tone was feeling tired. Their content wasn’t landing. And the employer comms? Flat as a day-old latte.

The challenge

They needed to modernise their tone, simplify their content, and actually engage their audiences — without losing the trust and credibility they’d worked so hard to build.

Specifically, they wanted to:

• Give their website and brand voice a refresh
• Reach and resonate with younger audiences on social media
• Improve employer communications to drive signups and retention

What I did

We tackled it from every angle:

• ✍️ Website copy: Rewrote the entire site with a warmer, more approachable tone and clearer user flow
• 📣 Social media content: Created a scroll-worthy campaign of educational Reels and carousels across Instagram and Facebook
• 📦 Employer comms revamp: Reworked their onboarding materials, from pitch decks to PDFs, to help their employer partners explain the value — and convert more signups

The impact?

• 📈 51.5% increase in website traffic
• 📱 10% growth in social media reach, with Facebook videos alone reaching over 35,000 accounts
• 🧾 9,000+ new member signups
• 🏢 738 new employer registrations