UCAS exists to give trusted advice and options to anyone who wants to take their next steps in learning. Between Hybrid and UCAS, we sit on a lot of data about what young people care about. We needed to leverage this data to produce content that encourages youth audiences to engage not just twice a year, but to be part of the 365-day conversation.
Award-winning guides on next steps for Gen Z
UCAS
For the better part of 30 years, UCAS have been the UK’s ‘application people,’ acting as a conduit between students and higher education providers. They interact with up to 1 million young people every year – a captive audience, but only twice a year: when application deadlines hit and on Results Day.
The Challenge
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The Solution
We created a series of ‘Ultimate Guides’ — 15 interactive articles that address Gen Z’s most pressing questions, head-on. Each article features experts, peer stories and trusted advice from UCAS to make choices clearer and the weight of decisions lighter.
At Hybrid, we speak with thousands of students every year. We know they’re plagued by anxieties: What am I supposed to do? Who am I? Why do I feel so ‘stuck’? This is where UCAS’ reach and information, and our deeper insights into student thinking and behaviours came together to create content that has true value, answering real questions young people are having right now.
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Content was supported by a bespoke iconography and illustration style, bringing characters and aspects of the narratives to life.
The Results
Our work drove real, tangible connections with the UCAS audience. 200,000 visitors and counting. Over 44% of users navigated onto a second Ultimate Guide. And most importantly, we saw a 26% increase in Gen Z who recognised UCAS as more than just ‘the application people’ – now, they’re seen as a source of advice all year round.
41,000+
Interactions on the site
70,000+
Engaged sessions
16,000+
Personalised signups
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