# Activate (app)

Activate (formerly Bloglovin') is a platform that allows users to read and organize blogs on mobile and desktop. It is a design-focused platform that aggregates feeds from sources with RSS feeds, allowing users to discover and organize content. Activate has apps on both iOS and Android. As of April 2014, Bloglovin reached over 16 million global users monthly.

## History
### Founding and early years

Bloglovin' was founded in a garage in Täby, Sweden in 2007 by Dan Carlberg, Daniel Swenson, Patrik Ring, Mattias Swenson, and Daniel Gren. Launched as “Blogkoll” (Swedish for “to keep track of blogs”), the initial goal of Bloglovin' was to help fashion followers keep track of blogs without having to open up multiple tabs on their browsers. Bloglovin’ eventually developed into a platform that allows users to consume, organize, and discover disaggregated content.
In October 2011, Bloglovin' registered its 1 millionth user.

### Funding and growth
#### 2012

In 2012, Bloglovin' raised $1 million in Series A funding from investors including Betaworks, Lerer Ventures, RRE Ventures, Hank P. Vigil & Fritz Lanman, Eric Martineau-Fortin, Rob Wiesenthal, Jill Greenthal, and Investment AB Kinnevik.

#### 2013

In January 2013, Bloglovin' moved their headquarters to New York. The company continues to have an office in Stockholm, Sweden. Bloglovin' experienced a significant growth in signups following the demise of Google Reader. In May 2013, the site launched a major redesign, which included changes allowing users to curate content. In September 2013, The Next Web included Bloglovin' on its list of "50 New York City Start-ups You Need to Know About."

#### 2014

In February 2014, Joy Marcus, formerly a managing director at Gotham Ventures, was appointed chief executive officer of Bloglovin’. In April 2014, Bloglovin' raised $7 million in Series A funding. Investor Northzone led the round, and the founders of Babble and SoulCycle invested personally in the site. Additionally, Bloglovin' received further investment from previous funders Betaworks, Lerer Ventures, While Star Capital, and Bassett Investment Group. The investments were largely used for recruiting purposes.

### Name Change and CEO

In April 2018, the company rebranded as Activate and replaced former Bloglovin CEO Giordano Contestabile with Kamiu Lee, formerly Bloglovin's vice president of strategy and business development. The platform launched Activate Studio at the same time. The company's decision to rebrand came shortly after Northzone made significant investments in the platform.

## Bloglovin' Awards

The Bloglovin' Awards, held annually since 2011, are an annual awards night during New York Fashion Week hosted by Bloglovin' honoring bloggers in various categories.

### Bloglovin' Awards categories & nominees 2012

Arizona Newcomer of the Year
* Olivia Palermo
* Tuula Vintage
* Wendy's Lookbook
* I SPY DIY
* Honestly WTF
Tibi Inspiration Award
* The Coveteur
* Le Fashion
* The Vogue Weekend
* Textbook
* Into the Gloss
Fashion Traffic Blogger Business of the Year
* Elin Kling - Nowhere
* Tavi - RookieMag
* Jennine - Independent Fashion Bloggers
* Chiara Ferragni, Andy Torres, and Carolina Engman - Werelse
* Purseblog
Best Personal Style Blog
* Fashion Toast
* Sea of Shoes
* Atlantic Pacific
* The Man Repeller
* The Glamourai
Best International Blog
* Garotas Estupidas
* Ena Matsumoto
* Kenza Zouiten
* Momoko Ogihara
* Lovelypepa
Best Fashion News Blog
* Refinery29
* Fashionista
* Who, What, Wear
* Women's Wear Daily
* Stylecaster
Best Street Style Blog
* Stockholm Street Style
* Scott Schuman
* Street Peeper
* Jak & Jil
* Streetfsn
Most Original Blog
* Bryan Boy
* Susie Bubble
* Julia Frakes
* Anna dello Russo
* From Me to You
Blogger of the Year
* The Man Repeller

### Bloglovin Awards categories & nominees, 2011

Newcomer of the Year
* The Blonde Salad
* Natalie Off Duty
* Into the Gloss
* Oracle Fox
* Christeric
Best Personal Style Blog
* Fashion Toast
* The Glamourai
* Sea of Shoes
* Cupcakes and Cashmere
* Karla's Closet
Best Fashion News Blog
* Refinery29
* theCut
* Fashionista
* Who What Wear
* Fashionologie
Best Street Style Blog
* Jak & Jill
* The Sartorialist
* Garance Dore'
* Face Hunter
* Streetpeper
Most Original Blog
* Bryan Boy
* Gala Darling
* Bunny Bisous
* The Man Repeller
* Style Bubble
Blogger of the Year
* Fashion Toast