Application Rules
and Conditions
2026

An unavoidable part of every communication strategy today – whether ongoing or campaign-based – is social media. The SoMo Social category focuses on long-term social strategies, continuous content and integrated communication with users across social media channels. Since this category evaluates always-on content that requires continuous production and attention, the performance must cover a minimum period of 3 months.

Please pay attention to:

• Long-term social strategies.
• Continuous communication content.
• Always-on content.

Clearly highlight originality and creativity, quality of execution and results (it is also recommended to explain the context and goals so the jury can better evaluate the work).

Without quality content, it is impossible to reach audiences today. That is why the SoMo Content category rewards the best content marketing projects. Content projects may include newsletter strategies, video series, online magazines, blog posts, e-books, social media content, TikTok videos and all other forms of content.

Please pay attention to:

• Hero content that is not necessarily always-on, but can be.

Clearly highlight originality and creativity, quality of execution and results (it is also recommended to explain the context and goals so the jury can better evaluate the work).

The TikTok category rewards a brand channel that demonstrates continuous quality, has existed for at least 2 months or contains at least 16 posts. We evaluate originality and creativity, quality of execution and achieved results, and all three elements must be outstanding to win the award.

Please pay attention to:

• Consistent quality.
• Number of published posts.

Clearly highlight originality and creativity, quality of execution and results (it is also recommended to explain the context and goals so the jury can better evaluate the work).

Digital platforms are often used to activate target audiences in many different ways. All campaigns whose primary objective was user activation should be submitted here. This includes contests, influencer campaigns and all other forms of activation.

Please pay attention to:

• Well-designed campaigns focused on user activation.

Clearly highlight originality and creativity, quality of execution and results (it is also recommended to explain the context and goals so the jury can better evaluate the work).

The best campaign executed across multiple digital platforms will earn its SoMo Borac in this category. Platforms may include social media, Google, websites and everything else considered digital.

Please pay attention to:

• Diversity of platforms.
• Use of channels – explain why those channels were essential.

Clearly highlight originality and creativity, quality of execution and results (it is also recommended to explain the context and goals so the jury can better evaluate the work).

This category is focused on recognizing and rewarding campaigns that innovatively used the latest technologies. The category is intended for campaigns in which technology is a key part of the idea, execution or user experience, rather than merely technical support. It is reserved for campaigns that raised the bar in applying technological solutions, achieved outstanding results and stood out above others.

Please pay attention to:

• Exploration of new technologies and their application.
• Upgrades of existing products may be submitted.
• You may submit a project created after January 1, 2025, provided that it was available during the period after September 1, 2025 and that it has not been submitted to a previous SoMo Borac.

Clearly highlight originality, creativity, quality of execution and results. It is recommended to explain the context and goals so the jury can better evaluate the work.

Digital products, websites, platforms and other digital solutions that, through innovative ideas, functionality and high-quality execution, enable organizations to explore new aspects of digital business or improve the way they present their products, services or brands. The category includes mobile, web and multiplatform solutions, startups, digital services and web experiences with a comprehensive approach to user experience, content, functionality and results.

Please pay attention to:

• The category includes digital products, websites, web platforms, mobile applications, digital services, startups and other digital solutions.
• A comprehensive approach is evaluated, from idea and functionality to user experience, execution and results.
• The category does not include exclusively visual redesigns, minor technical improvements or cosmetic changes to existing products or websites.
• If the submission is an upgrade, redesign or new version of an existing product or website, it is necessary to clearly explain what was significantly changed and why.
• If the same product exists in another market, it is necessary to present the context and specifics of the market for which the project is submitted.
• You may submit a project created after January 1, 2025, provided that it was available during the period after September 1, 2025 and that it has not been submitted to a previous SoMo Borac.

Clearly highlight originality, creativity, quality of execution and results. It is recommended to explain the context and goals so the jury can better evaluate the work.

The SoMoRitanac category rewards campaigns and projects that raised awareness of an important global or local issue (e.g. helping vulnerable groups or contributing to solving a social issue).

Please pay attention to:

• Specificity of the issue and solution.
• Local context.
• Use of digital channels.

Clearly highlight originality and creativity, quality of execution and results (it is also recommended to explain the context and goals so the jury can better evaluate the work).

This highly performance-oriented category focuses on concrete and measurable results: from sales growth to efficient lead generation achieved through tactics such as SEO, CRO and other digital effectiveness approaches. The category is not intended for campaigns whose primary objective is awareness, reach, engagement or brand lift, unless it is clearly demonstrated how the activities led to a concrete and measurable business result. The category is intended for campaigns that achieved provable success on a local or regional level. Results account for as much as 70% of the total score, while the remaining 30% relates to innovative elements such as creative solutions or the use of different platforms. SoMo Growth is exactly what its name suggests – a category that rewards measurable growth.

Note: Applications for the SoMo Growth category automatically enter the competition for the Special Mention by Aleph award.

Please pay attention to:

• Results. The largest part of the evaluation, as much as 70%, is based on achieved results.
• Present relevant performance metrics such as sales, revenue, leads, conversions, ROAS, CPA, CAC, conversion rate, user growth, database growth, SEO results or other measurable growth indicators.

Clearly highlight originality, creativity, quality of execution and results. It is recommended to explain the context and goals so the jury can better evaluate the work.

In this category, we are looking for video content that has achieved concrete and measurable results in the digital environment. The video may be produced or adapted for digital channels and includes formats such as YouTube videos, online series, video ads, branded content and video-first social media content. This category is not intended solely for the best video production, but for video content that has demonstrably contributed to business or communication results. If video was the key format in achieving the campaign’s results, this is the category for you. Results account for as much as 70% of the overall score, so clearly demonstrate how the video content contributed to the campaign goals and made a tangible impact.

Note: Applications for the SoMo Video Impact category automatically enter the competition for the Special Mention by Aleph award.

Please pay attention to:

• A video-first approach and the strategic context of distribution.
• Quality of execution and production standards.
• Clearly separated paid and organic results. Performance is key, as results account for 70% of the overall score.
• Present relevant metrics such as views, completion rate, watch time, reach, frequency, engagement, conversions, sales, leads, brand lift, or other performance indicators.
• If you used performance marketing tools and approaches such as A/B testing, dynamic optimisation, platform tools, Meta Ads, Google Ads, TikTok for Business, first-party data, and similar solutions, be sure to include them in your submission.

Clearly highlight originality, creativity, quality of execution, and results. It is also recommended to explain the context and objectives set, so the jury can evaluate the work as accurately as possible.

Digital OOH is a category that rewards campaigns that made us stop in the street, while walking through the city or shopping malls, held our attention for a long time or encouraged interaction with a digital screen. Within this category, we reward the innovation achieved through thinking outside the box.

Please pay attention to:

• You may submit a project created after January 1, 2025, provided that it has not been submitted to a previous SoMo Borac.

Clearly highlight originality and creativity, quality of execution and results (it is also recommended to explain the context and goals so the jury can better evaluate the work).

SoMo AI is a new category that recognizes and rewards projects in which artificial intelligence is not just a tool, but an important part of how campaigns, content, performance activities and products are created. AI does not need to be the dominant element of the project, but it must have a clear role and measurable impact on the final result.

It is important to demonstrate how the use of artificial intelligence improved the workflow, experience or results of the project.

Please pay attention to:

• The category includes projects that use AI in campaigns, content, performance activities or products.
• AI does not need to be the dominant element, but it must have a clear role and measurable impact.
• It is not enough to state that AI was used in the process; its specific role and contribution to the result must be demonstrated.
• Show how AI improved creative execution, production, distribution, experience or results.
• Projects in which AI was used strategically, meaningfully and relevantly – rather than merely as a technological add-on – will be especially valued.

Clearly highlight originality and creativity, quality of execution and results (it is also recommended to explain the context and goals so the jury can better evaluate the work).

With this award, Aleph aims to especially highlight effectiveness and innovation in digital marketing by encouraging and rewarding best industry practices. Among other things, the focus will be on campaigns that demonstrate data-driven creativity, scalable results and measurable ROI. Smart use of AI technology or advanced measurement methods is an additional advantage.

The winner is selected by a special jury composed of the Aleph team.

Please pay attention to:

• If you apply to the SoMo Growth or SoMo Video Impact categories, your submission automatically enters the competition for the Special Mention by Aleph award.
• Projects may target any market, within or outside the Adriatic region, but the applicant must be from one of the Adriatic region countries.
• Applications for the Special Mention by Aleph category are free of charge.

SoMo Grand Prix is a special award for the best entry within the SoMo Advertising competition. It is awarded to the work that stands out for its originality, quality of execution, and results, representing the highest level of digital excellence in the competition. No separate application is required for this award. The winner is selected from the highest-rated entries based on the jury scoring and the jury’s final evaluation.

New or significantly upgraded digital products that redefine how media companies develop, distribute or monetize content. This includes mobile, web and multiplatform solutions, as well as major upgrades and features that significantly change the user experience. Through innovative ideas and high-quality execution, these products enable media companies to explore new aspects of digital business or revolutionize the way they present their digital products, services or content.

Please pay attention to:

• This category includes media websites, mobile applications, podcasts, newsletters, classified platforms and other products.
• The category includes new or significantly upgraded existing products.
• The category does not include minor technical improvements, regular optimizations or cosmetic changes to existing products.
• The focus is on innovation, functionality, quality of execution and measurable results.
• Clearly separate paid and organic results.

Clearly highlight originality and creativity, quality of execution and results (it is also recommended to clearly explain the context and goals so the jury can better evaluate the work).

This category includes projects that stand out through excellence in digital design and user experience. It includes newsletter design, individual articles, article series, portal categories, portal redesigns or the design of any other online destination.

Please pay attention to:

• The category includes the design of content, pages, series, newsletters, categories, portal redesigns and other digital destinations.
• The focus is on clarity, aesthetics, UX, readability and consistency throughout the entire user experience.
• The evaluation includes how design contributes to understanding, navigation and content consumption.
• Clearly separate paid and organic results.

Clearly highlight originality, creativity, quality of execution and results. It is recommended to explain the context and goals so the jury can better evaluate the work.

This category includes the best executed native advertising campaigns and content successfully integrated into the media environment. The focus is on audience relevance, quality of execution, innovative use of formats and achieved results.

Please pay attention to:

• The category includes individual native content pieces, series and native campaigns.
• Clearly separate paid and organic results.

Clearly highlight originality, creativity, quality of execution and results. It is recommended to explain the context and goals so the jury can better evaluate the work.

Large and small stories in digital media may have different goals and may be presented in different ways. This category seeks content that achieves a clear social or cultural impact through strong storytelling. It includes text, video and interactive formats that address important topics and encourage audiences to think or take action.

Please pay attention to:

• The focus is on the quality of the story, clarity of the message and demonstrable impact.
• The category does not include paid content, including paid PR, native and other paid formats.

Clearly highlight originality, creativity, quality of execution and results. It is recommended to explain the context and goals so the jury can better evaluate the work.

A new category intended for organic content, series and formats that successfully attract, retain and engage audiences. It includes video formats, social and interactive content, as well as other digital formats that are relevant to audiences and achieve strong response through attention, interactions and organic reach. The focus is on audience engagement, reach, time spent with content, interactions and organic growth of interest.

Please pay attention to:

• Key evaluation criteria are actual results achieved through engagement, reach, time spent with content, audience interactions and organic growth of interest in the content.
• The category does not evaluate the overall social media presence of a brand or media company, but rather a specific piece of content, series or format.
• Organic and paid results must be clearly separated.
• Special value will be given to content and formats that achieved the majority of their reach, engagement and audience interest organically.
• The category does not include native, paid PR or content whose results were primarily achieved through media buying.

Clearly highlight originality, creativity, quality of execution and results. It is recommended to explain the context and goals so the jury can better evaluate the work.

HUDI North Star powered by HUDI is a recognition awarded to projects, campaigns, and collaborations that strengthen the independence, transparency, and innovation of Croatia’s digital ecosystem. The award promotes sustainability, cooperation, and a healthy balance between local media and global platforms.

Please pay attention to:

• Nominations may include your own projects or those of partners from the publishing and advertising sectors.
• Nominations may be submitted exclusively by HUDI members via the official entry form (projects by members of the HUDI Executive Board are not eligible).
• In your submission, clearly highlight the project’s contribution to digital independence, its innovativeness, quality of execution, achieved results, and overall impact.
• There is no entry fee for HUDI North Star nominations.