The five R's constitute a model for structuring the core mechanisms of a digital campaign. It has been derived from extensive work with building branded entertainment communities and ad campaigns.
The model is intended as a guideline for designing complex campaigns and aims at building user activity and loyalty over time. But also simpler campaigns with no intention of building relationships to its visitors will benefit from the R's.
Before putting the R's to action, some preparations are required. The model is based on a core assumption that no campaign can be built perfectly in first go, and thus iteration is a basic principle of this method.
We recommend a three step cycle: 1) Setup measurement points. 2) Design the campaign based on a 5R analysis. 3) Review and improve continuously.
Recruitment activities from off- and online sources attract visitors to the campaign.
The Reward serves as the implicit or explicit incentive for the visitor, driving his or her involvement.
Registration (permission) is obtained by incentive-committing the user to the campaign.
After gaining the visitors permission (Registration) the user is continuously Retained by personalizing the campaign, giving daily incentives and sending out convenient and personal reminders.
Lastly the user is incited to spread the campaign via Relation features such as social media integration, group incentives, etc.