customer engagement during pandemic

One of our clients was supposed to have a big anniversary celebration for being in the market for more than 20 years. Then, almost every plan had to be canceled or postponed because of the pandemic.
But, there is something that we did that paid off very well and this is what happened.
We decided to have live shows on facebook on a daily basis. We even went further than that. We were doing 3 live shows per day. Yes, 3 live shows per day. 

One live show is the morning around 11am. Another live show in the afternoon around 3pm. And the last live show around 9pm at night. Yes, a lot of work arranging the topics and the speakers and this was done for a whole month.

So, the question is, what's the outcome?
As a start, their facebook fans increased significantly to 20,000 new fans and followers. Even though during pandemic, where people could not go to buy their products at the retail outlets, they started making purchases online. Actually, the following month, they had the highest sales of the year. 

Why did it work? 
The brand/client by doing a lot of live shows, was seen as giving back value to their customers. Most of the topics were not even sales driven but people liked the engagement and it paid off very well in terms of sales and social media increased following.