Overview

• The trend began Sept. 14 when TikToker Phoebe Adams told her boyfriend she bought a $150 Anthropologie rock, a prank video that has topped 11 million views.
• Anthropologie embraced the moment with mock “rock collection” content and staged an in‑store display in Marlton, New Jersey, where Adams filmed a follow‑up.
• Global CMO Barbra Sainsurin called the response a fast, intentional move, citing an estimated 135 million impressions and nearly 700,000 engagements across brand channels.
• The rocks are not actually for sale, though a TikTok giveaway awarded real “Anthro rocks” to select viral participants.
• Adams told People that Anthropologie reached out to collaborate, as online commenters continued to question whether the boyfriend’s reactions were fully genuine.