AXA Equitable Life Insurance Company will be using Twitter, Facebook and YouTube to get closer to consumers.

The new social media campaign will feature the company mascot, an 800-pound gorilla, which will communicate with followers through audio “tweets” and the more common 140-character tweets messages, according to AXA Equitable, New York, a unit of AXA S.A., Paris.

The gorilla will tweet at @AXA_Gorilla.

AXA Equitable will tweet corporate news at @AXA_Equitable.

Consumers can use the Twitter profile to contact customer service representatives with questions, AXA Equitable says.

AXA Equitable also is reaching out through a new YouTube channel and a Facebook group, AXA Equitable redefining/standards.

AXA Equitable will use Facebook to post information about life insurance and retirement topics along with general company news.

The company will use the YouTube channel to air commercials and videos about retirement planning and other topics.