IAA - PPC & Paid Social Case Study



As the single civil aviation regulator for Ireland, the Irish Aviation Authority (IAA) is responsible for the regulation of safety, security, and consumer interests. The IAA also has the responsibility of registering drone operators to develop and maintain high safety standards, reducing the risk of potential accidents.

Ireland was the first country in the world to introduce mandatory drone registration in December 2015. Since then, European Regulation is in place and requires the registration of operators for drones over 250g and/or containing a camera. This is a legal requirement in Ireland. 

In December 2023, the team at Irish digital marketing agency VROOM Digital partnered with the IAA to create an online campaign spreading awareness of drone safety and the importance of drone registration.


The key focus of the campaign was to create mass brand awareness throughout Ireland, emphasising the message ‘Drone safety is your responsibility’ and stressing the importance of registration for drone owners. Central to this campaign was an educational video providing viewers with important rules of drone ownership and directing them to the drone registration page on the IAA website. 


With a strategic approach to leverage Paid Social and PPC ads as effective channels for brand awareness, a campaign was designed which would garner substantial video views and drive traffic to the IAA website.

Previous Campaign and Creative Audit: We know that a lot can be learned from previous campaigns that have been run, so we reviewed the 2022 campaign results to provide a baseline from which to measure performance. We also reviewed their creative content to ensure it was suited to capturing and holding their audience’s attention, thereby driving real awareness of the message.

Upper Funnel Strategy: We developed an upper/mid-funnel strategy to generate significant video views and drive traffic to the website from both cold and warm audiences. This enabled us to create retargeting audiences and have several touchpoints with each viewer.

Key Metrics Focus: We optimised towards the core metrics that would move the needle in terms of awareness. We primarily focused on high-intent video views, landing page views, and cost per view/cost per site visit. Less important metrics were monitored, but core metrics were prioritised.

Optimisation: We optimised campaigns mid-flight, including reallocating budgets between PPC and Paid Social due to performance opportunities, to ensure we are driving the most efficient results.

Reporting: We provided in-depth monthly and end-of-campaign reports to identify opportunities for improvement and further expansion. Using a data-led approach, we created actionable insights that were fed back into the campaigns.

Attribution and Tracking: We collaborated with the team to update attribution windows and install important tracking capabilities, enabling us to better measure campaign effectiveness.

Team: A highly specialised team worked on the account, drawing inspiration and knowledge from similar accounts they work on. This meant the IAA benefited from other work the agency and team are doing within the industry.

The Conclusion


Overall, the campaign successfully achieved mass brand awareness for the IAA while maintaining cost-effectiveness. There was a notable year-on-year growth in both video views and site traffic, all at a more efficient rate. In the Paid Social realm, the campaign generated significant engagement, with 208k Thruplays achieved. Impressively, a high percentage of viewers watched most of the video content, with 39% of impressions completing a Thruplay, well above the industry average of 8-12%.

Additionally, the core traffic campaign garnered 2,100 landing page views at a cost-effective rate of €1.10. The PPC aspect of the campaign achieved significant results, generating 4.1 million impressions and 48k clicks to the site for display creative. YouTube activity also performed well, garnering 614k views and 25k clicks to the site, with a commendable complete video view rate of 14%. In total, the PPC campaigns drove 72k clicks to the site over the course of the activity.

Client name

Alec Elliott, Corporate Affairs and PR Manager, Irish Aviation Authority

“We are delighted with the results of the campaign, which is driving significant ROI already, and even more importantly, significant awareness about the risks of flying drones in public. From an engagement perspective, the campaign has also been very beneficial for both us and the consumer, with comments and enquiries up significantly on previous years. Bronagh and the team at VROOM really understood from the off what this campaign was about and delivered across the board for us.” 

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