【Nikki Nova Archives】

In a somewhat unusual turn of events,Nikki Nova Archives Blake Lively has deleted all of her Instagram posts, unfollowed everyone, changed her bio, and followed 27 people who share the same name.

That name is Emily Nelson. And, her new bio reads: "What happened to Emily?..."

SEE ALSO: Blake Lively is trolling Ryan Reynolds once again on Instagram

Fear ye not, though. Lively is OK. This rather peculiar act is all part of a rather elaborate stunt for her upcoming movie A Simple Favor, in which she stars alongside Anna Kendrick.

The film tells the story of Stephanie Ward, a blogger (Kendrick) whose best friend Emily Nelson (Lively) disappears inexplicably.

Original image has been replaced. Credit: Mashable

Blake Lively's Instagram profile looks distinctly bare currently, as she's removed her profile picture and deleted all posts.

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Her following list also looks very, very different.

Original image has been replaced. Credit: Mashable

One of the Emilys followed by Lively expressed confusion over her new follower.

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One fan took to Twitter to admit she was a little baffled at the sudden change in Lively's Instagram presence.

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Lively isn't the first celeb to use Instagram for enigmatic publicity stunts. Back in 2017, Taylor Swift posted a series of videos of snakes in the run-up to the launch of her Reputationalbum.

Nonetheless, congrats to all the Emily Nelsons of the world!

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