One way to get the famous double cover $\text{SU}(2) \to \text{SO}(3)$ is to note that $\text{SU}(2)$ is isomorphic to the group of unit quaternions and to let unit quaternions $q$ act on the subspace $V$ of $\mathbb{H}$ spanned by $i, j, k$ via conjugation $t \mapsto qtq^{-1}$; this preserves the norm. (Alternately, this is the adjoint action on the Lie algebra, which preserves the Killing form.)
Another way to do this is to let $\text{SU}(2)$ act on $\mathbb{P}^1(\mathbb{C})$, which is diffeomorphic to the sphere. This gives an action of $\text{SU}(2)$ by conformal automorphisms. However, I don't know how to prove that $\text{SU}(2)$ actually acts by rotations (at least, not without some explicit and unenlightening calculations).
To be more precise, if we fix an inner product on $\mathbb{C}^2$, then the space of lines in $\mathbb{C}^2$ can be given the Fubini-Study metric, which $\text{SU}(2)$ preserves. But how can I prove that the Fubini-Study metric agrees with the natural metric on the sphere (up to a constant)?
With the F-S metric, $\mathbf P^1(\mathbb C)$ is a Riemannian surface upon which a group acts transitively. That implies that the curvature is constant. Now, the classification of space forms, for example, shows that such a thing is covered locally isometrically by $S^2$, the round sphere, $E^2$, the flat plane, or $H^2$, the hyperbolic plane. Since $\mathbf P^1(\mathbb C)$ is simply connected and compact, its only covering is the identity, and since it is compact, it must be a round sphere.