NEW YORK: AXA Equitable Life Insurance Company launched a social media campaign, aimed at giving a personality to the 800-pound gorilla featured in its advertising.

The campaign includes a presence on Facebook, YouTube, and Twitter, where the gorilla often leaves audio messages. Michael Arcaro, VP of external affairs for AXA Equitable, said that while the gorilla plays an important role, the overall campaign takes on a more holistic approach.

"It's reflective of a more strategic thought leadership effort," ...