CASE STUDY / PIMBERLY
Breaking Through the Noise in a Crowded PIM Market
Product Information Management / Thought Leadership / Media Relations / Consumer Technology / Digital Marketing / PR / Profile Elevation / Tech PR
Pimberly is a cloud-based Product Information Management (PIM) solution designed to help businesses collect, organize, enrich, and distribute all their product data, including descriptions, images, specs, and pricing from one centralized platform. Acting as a single source of truth, PIM systems reduce errors and streamline how product information is shared across websites, marketplaces, and partners. As the PIM space grows rapidly alongside the rise of AI, companies are increasingly seeking smarter tools to keep their product data accurate and discoverable. 5WPR recently partnered with Pimberly to elevate its presence in the competitive e-commerce and retail tech landscape through strategic PR and digital marketing efforts.
CHALLENGE
Despite Pimberly’s continuous growth and innovation driven by customer feedback, gaining media attention proved difficult. The e-commerce and retail tech sectors are crowded with well-known competitors like Salsify and Akeneo, and PIM remains a niche concept unfamiliar to many reporters. Few journalists specifically cover PIM, meaning our team often had to first educate the market on what PIM is and why it matters. As a niche player expanding into the U.S., Pimberly faced the challenge of building visibility and credibility in a space that rewards name recognition and scale.
To break through the noise, 5WPR focused on newsjacking and trend commentary, leveraging timely topics such as tariffs impacting retail, AI’s transformation of SEO, and the rise of resale platforms. Our team acted quickly to secure top-tier media coverage by positioning Pimberly and CEO Martin as thought leaders with unique perspectives tailored to unfolding stories. This agile approach was supported by a highly responsive client who enabled us to repurpose existing commentary in real time. By uncovering distinct points of view and tying Pimberly’s expertise to broader market trends, we built a strong narrative around Pimberly’s innovation, flexibility, and customer focus. This approach highlights how our tech PR capabilities, combined with digital PR strategies, can break through competitive noise.
STRATEGY
RESULTS
In 2025, our efforts resulted in 39 total media placements, with 25 percent of the coverage appearing in tier-1 publications. These placements garnered over 274 million media impressions across prestigious outlets, including The Wall Street Journal, PYMNTS, Axios, Barron’s, Vogue Business, Fortune, Quartz, DigitalCommerce360, S&P Global, and more. Notable features included CEO Martin’s commentary on agentic commerce in Fast Company and insights on supply chain efficiencies tied to the De Minimis Loophole in CNBC. The campaign successfully established Pimberly as a credible, innovative voice within the consumer technology and digital marketing sectors, demonstrating the power of integrated PR efforts.
This campaign demonstrated the power of agility and thought leadership in breaking into a crowded industry with a complex product category. Educating the market on PIM while capitalizing on emerging trends enabled Pimberly to carve out a distinctive space in the e-commerce technology landscape. Flexibility, timely content, and strong client collaboration were critical to delivering impactful PR and content marketing that amplified Pimberly’s voice across relevant verticals. The success reflects the value of strategic media relations within the consumer technology arena to elevate brand profile and drive awareness in competitive markets.
KEY TAKEAWAYS
