A method comprising: identifying, by a processing device, contacts of a target user, the contacts each having an affinity score with the target user that exceeds an affinity score threshold value; receiving, from a designated contact of the contacts, a selection of a set of the contacts; soliciting, via notifications on user interfaces (Uls) of the social network provided to the identified contacts, content items curated by the identified contacts, the content items to convey a personalized message to the target user corresponding to an event unique to the target user wherein the notifications each comprise a link to contribute the content items having the personalized message to the social network; defining a time period in which to receive content items from the identified contacts; receiving content items from at least a subset of the identified contacts, tracking the identified contacts that have provided content items and sending one or more reminders to the identified contacts that have not provided a content item; examining a curve of the identified contacts' response times and in the event of a decline in the rate of receiving content items from the identified contacts, ending the time period for receiving new content items, the received items being used to generate a collaborative content product; receiving an assignment of the designated contact as an owner of the collaborative content product, wherein the owner is provided permission to add new contacts to the collaborative content product and to update an order of the content items comprising the collaborative content product; and providing the collaborative content product comprising the received content items to the target user. identifying, by a processing device, contacts of a target user, the contacts each having an affinity score with the target user that exceeds an affinity score threshold value; receiving, from a designated contact of the contacts, a selection of a set of the contacts; soliciting, via notifications on user interfaces (Uls) of the social network provided to the identified contacts, content items curated by the identified contacts, the content items to convey a personalized message to the target user corresponding to an event unique to the target user wherein the notifications each comprise a link to contribute the content items having the personalized message to the social network; defining a time period in which to receive content items from the identified contacts; receiving content items from at least a subset of the identified contacts, tracking the identified contacts that have provided content items and sending one or more reminders to the identified contacts that have not provided a content item; examining a curve of the identified contacts' response times and in the event of a decline in the rate of receiving content items from the identified contacts, ending the time period for receiving new content items, the received items being used to generate a collaborative content product; receiving an assignment of the designated contact as an owner of the collaborative content product, wherein the owner is provided permission to add new contacts to the collaborative content product and to update an order of the content items comprising the collaborative content product; and providing the collaborative content product comprising the received content items to the target user.