Student-Driven Proposals Lead to Successful PR Initiatives at Cleverly Home

In a unique synergy between students and the corporate world, Cleverly Home, a major player in the housing market in Japan, has embraced a fresh approach to its public relations strategies. This transformation came as a direct result of a student business competition known as `B-Lab`, organized by LeaP UP!, a company dedicated to connecting students with businesses to tackle real-world challenges.

From Ideas to Implementation

On July 26, 2026, Cleverly Home officially launched its TikTok account as part of an initiative driven by proposals from two student teams who participated in the `B-Lab` competition held in November 2025. With over 150 stores nationwide and a focus on appealing to younger demographics, Cleverly Home recognized the need to revamp its communication strategies. The competition asked students how the emerging generation of homeowners perceives both the company and housing in general.

During the competition, ten selected university students formed two teams to explore the theme of “housing the future.” Their task was to outline what young people desire in a home and devise a PR strategy that resonates with Generation Z. Over the course of three weeks, they delved into market trends, analyzed the values and lifestyle preferences of Gen Z regarding housing, and scrutinized Cleverly Home's messaging and product offerings. The culmination of their efforts was a presentation that provided actionable insights into how the company can effectively connect with its target audience.

The Dynamics of B-Lab

The `B-Lab` competition is formulated to give students a hands-on experience in real-world business challenges. Cleverly Home’s engagement with B-Lab symbolizes a significant commitment to listen to and learn from the younger generation, ensuring that their voices and insights are heard in corporate settings. Each proposal focused on different perspectives regarding housing concepts: a testament to the creativity and thoughtful analysis that the students brought forth.

Team Uchinanchu proposed the “Creakube,” designed to adapt living spaces to evolving lifestyles, and shifted the focus from mere home ownership to a more flexible concept of living. Their robust PR strategy differentiated stages of customer engagement – from awareness to consideration – and suggested using TikTok to create appealing short videos showcasing modern living. This strategy emphasizes the evolving needs of young homeowners in a digital age.

Conversely, Team Sushi introduced “Selecta,” targeting DINKS (Dual Income No Kids) households. Their PR tactics included refining existing channels while exploring new ones, including TikTok. They envisioned a storyline where the “Selecta” concept could unfold within a short drama format, allowing clever narrative techniques to convey the benefits of their housing solution. Their presentations offered a unique lens through which to evaluate the company's offerings and highlighted TikTok's potential as an effective communication platform.

Insights and Initiatives Unlocked

Before engaging with the students’ suggestions, Cleverly Home utilized numerous platforms like Web, LINE, YouTube, Instagram, and Facebook for communication. However, the students' propositions shed light on gaps especially regarding engagement with young adults contemplating their first homes. Recognizing the importance of establishing early connections with potential young buyers, Cleverly Home reassessed its outreach approach.

The insights gleaned from this partnership spurred a significant shift in strategy, resulting in the official TikTok account launch to deepen engagement with the younger demographic. The platform is now perceived as an essential tool for reinforcing Cleverly Home’s market presence among Millennials and Gen Z.

The Messages of Stakeholders

Commenting on this collaboration, Yuuta Sato from Cleverly Home emphasized the value of passion and dedication that students showcased in their presentations. He noted how the engagement set a high standard, promoting a deeper exploration of corporate objectives and a renewed dialogue grounded in enthusiasm and purpose.

Yuki Sekine, the CEO of LeaP UP!, expressed excitement over the implementation of student ideas into actual company strategies. He reaffirmed the importance of merging youthful innovation with corporate expertise to navigate and innovate within a changing business landscape. This partnership, he noted, could pave the way for increasing future collaborations across various corporate challenges.

Looking Ahead: New Opportunities for Collaboration

LeaP UP! is eager to replicate this positive experience with other companies, extending the `B-Lab` concept to address wider business challenges. The goal is to forge continuous bridges between students and businesses, allowing for shared insights that deepen understanding and promote unique solutions. By cultivating relationships where both parties benefit from each other’s insights, LeaP UP! aims to democratize business innovation.

In conclusion, the actions taken by Cleverly Home and supported by LeaP UP! illustrate a successful model where student creativity meets corporate strategy, resulting in new communication avenues that can shape the future housing market.