NEW YORK, June 2 /PRNewswire-FirstCall/ -- AXA Equitable Life Insurance Company has announced the launch of a social media campaign that includes company profiles, pages and channels on Twitter, Facebook and YouTube. Launching such a holistic communications effort is representative of the company recognizing the increasing relevance of these sites. "Our entrance into social media began earlier this year when we launched The Source, our blogger-friendly multimedia news room," said Barbara Goodstein, executive vice president and chief innovation office for AXA Equitable. "By expanding our presence into Twitter, Facebook and YouTube, our goal is to amplify our voice in the industry." A notable component of the company's Twitter campaign is the presence of its company mascot, the 800lb gorilla. In a first-of-its kind effort for a financial services company, the gorilla is communicating to its followers through audio "tweets," as well as the more common 140-character messages. The gorilla's persona on the site is found under @AXA_Gorilla. "Our 800lb gorilla campaign debuted in 2006 and it quickly became a part of the financial services advertising lexicon," said Ms. Goodstein. "He addresses the seriousness of retirement planning in an unassuming way, and we believe his presence on Twitter is complementary to our other marketing and communications efforts." In addition to a Twitter page dedicated to the 800lb gorilla, AXA Equitable has also launched a corporate Twitter profile for clients and interested followers. @AXA_Equitable shares important company news, views on life insurance and retirement topics, as well as provides the ability to contact customer service representatives with questions. Company Also Taps Facebook and YouTube AXA Equitable has rounded out its social media effort by also launching a group on Facebook and a channel on YouTube. The Facebook group, AXA Equitable redefining/standards, is designed to build a community of individuals that are interested in learning more about the company. Posts and content will include information on life insurance and retirement topics, company updates, and AXA Equitable community and philanthropic activities. The new AXA Equitable channel on YouTube will serve as a broadcast center for company videos that demonstrate retirement thought leadership activities, as well as company commercials and videos that carry key messages. "More and more people visit social networking sites for information," added Ms. Goodstein. "Innovation has always been one of the strengths of our company, and AXA Equitable is pleased to establish a more robust presence in the social media space."