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AXA Equitable Lauches Facebook Page for Scholarship Program

Using Facebook to push the carrier's AXA Achievement initiative is in line with a company strategy of building brand affinity through social media.

New York-based AXA Equitable has launched a Facebook page for its AXA Achievement philanthropic program.

AXA Achievement provides college scholarships to 52 students each year, selected by the carrier's partner, Scholarship America. Using social media as a promotional vehicle for the program is in line with a company strategy SVP of Internet strategies and development Connie O'Brien discussed with Insurance & Technology last month.

The carrier looks to leverage the channel to build brand affinity around personal finance issues, O'Brien says: "We are a highly regulated industry, so we want to make sure we're resonating with the things that make the most sense."

AXA's other social media offerings include corporate presences on Facebook, Twitter and YouTube, and a Twitter account for its 800-pound gorilla mascot.

Nathan Golia is senior editor of Insurance & Technology. He joined the publication in 2010 as associate editor and covers all aspects of the nexus between insurance and information technology, including mobility, distribution, core systems, customer interaction, and risk ... View Full Bio

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