2018 has been quite the year for celebrity breakups, the faint of heart can’t really take another blow to the idea of magical, fairytale love being possible in Hollywood.
So when fans checked actress Blake Lively’s Instagram today, they were in for a bit of a shock and some immediately rushed to the worst case scenario.
As of this morning, Lively’s IG has been completely wiped of all photos, not a single post remains.
What was immediately more concerning to many was that the account also no longer follows actor and husband Ryan Reynolds.
But after some further digging, it does seem to be a promotional ploy for an upcoming movie.
The headline on Lively’s new account reads “What happened to Emily?”
The 36 accounts Lively is now following are all of women named Emily Nelson.
What’s even more interesting is that all of these are real accounts, by real people who just happen to all share that name.
More information has come to light about this choice as Lively is playing a character named Emily in her upcoming movie called A Simple Favor, also starring Anna Kendrick.
The film follows Kendrick’s character who blogs about the disappearance of her friend Emily, played by Lively.
As far as promotional tactics go, this is a pretty big one. Social media has been used as a pretty strong powerful force in many types of marketing but a movie star removing all of her posts and following only people with the name of her most recent character is pretty next level.
One doesn’t have to worry though, Lively hasn’t really lost all of the pictures she’s posted on her Instagram account up to this point as they can be archived.
So what will likely happen is once this movie’s promotional period ends, she’ll reinstate her Instagram account back to normal.
One thing’s for sure though, the tactic is clearly working. So many people had questions about why her account seemed to be wiped clean and if unfollowing Reynolds was a sign there was trouble in paradise.
All in all, the result of such a marketing ploy seems to really be paying off.