Intro

Robinson Helicopters, the world’s most widely produced helicopters, appointed their licensed exclusive agent to introduce one of the most exclusive Robinson models ever released.

Rooted was brought in to create the entire digital engine behind the launch:

• A new high-authority website

• A mobile-first helicopter configurator

• A full tracking framework for advertising and conversion

• A performance-ready system for Google Ads, Meta, and global remarketing

The goal was simple:

Build a digital foundation worthy of a world-leading aviation brand, engineered for demand, data, and scale.

Our Approach

We built the platform in four tightly coordinated phases, working backwards from the go-live of paid advertising in December.

December 2025 – Advertising Activation

On 12th December, Google Ads went live to introduce the new Robinson aircraft to global buyers.

The site was already fully prepared:

• GTM events for micro-conversions (configurator steps, scroll, video views)

• Google Ads and server-side conversions

• Meta Pixel for international retargeting

• Session replay and heatmaps for optimisation

• CRM-ready enquiry paths

The digital ecosystem now functioned as a scalable acquisition engine, collecting clean behavioural data from day one.

Early November 2025 – Website & Configurator Launch

We launched the new Robinson digital platform at the start of November.

Website

• Aviation-grade, mobile-first design

• Clear messaging emphasising exclusivity and Robinson’s global authority

• Performance-focused structure for ads, SEO, and conversion

Configurator

• App-like mobile experience

• Real-time configuration visual changes

• GTM-tagged interactions for behavioural targeting

• High-intent “Submit Your Build” enquiry system

The result: a clean, modern platform ready for traffic, optimisation, and remarketing.

October 2025 – UX Build & System Development

October was the execution sprint.

What We Built

• A lightweight design system aligned with aviation quality

• Fast mobile-first page layouts

• UX flows guiding users from awareness to aircraft to configurator to enquiry

• Full tracking integration across GTM, GA4, Meta, and session replay tools

User Testing

Aviation buyers and existing Robinson owners confirmed:

• Mobile browsing dominates

• Capability and exclusivity must be communicated immediately

• The configurator must feel instant and frictionless

We refined UX accordingly.

September 2025 – Pulsar Audience & Content Intelligence

Before any design work began, we ran a Pulsar Intelligence Report to understand the content that drives interest across the helicopter-buying funnel.

Awareness

• Safety innovation

• Engineering heritage

• Robinson’s global scale (most manufactured helicopters worldwide)

Consideration

• Performance comparisons

• Avionics and cockpit innovation

• Reliability and maintenance stories

Conversion

• Transparent pricing

• Configurator interactions

• Real ownership stories

• Enquiry pathways

These insights shaped the content hierarchy, UX structure, and ad messaging for the entire project.