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," he said. "The goal is to amplify our voice in the industry…[and] draw attention to the topics that are at the heart of our business." Those topics include retirement planning, life insurance, and AXA's customer service approach.
While AXA handles PR internally, the company is working with Merkley & Partners, the advertising agency that developed the 800-pound gorilla commercials, and Renegade Marketing for the Twitter outreach.
AXA Equitable launched The Source, a multimedia newsroom in March, and decided to expand its social media presence after seeing success with it.
"We wanted to launch a social media campaign that was thoughtful," Arcaro said. "We want to be able to carry our key messages to different mediums that reach people who are interested in a whole host of topics."