Blake Lively’s Instagram account is a go-to for fans who love her self-styled outfits and her hilarious banter with husband Ryan Reynolds, so it came as a shock when the actress wiped her account clean on Monday night.

As of Tuesday morning, her profile picture and all of her posts have been removed, and she is only following women named Emily Nelson. Additionally, her bio has been replaced with a mysterious question: “What happened to Emily?…” So what’s going on?

All signs point to this being a promo stunt for her upcoming movie, A Simple Favor. Also starring Anna Kendrick, the Paul Feig-directed film is an adaptation of the book by the same name, in which a woman named Emily Nelson — portrayed by Lively in the movie — mysteriously disappears.

In the days leading up to her account being wiped, Lively had been teasing fans with a mysterious, ongoing game of Hangman. The completed game eventually also read, “What happened to Emily?” — as you can still see on Lively’s seldom-used Twitter account.

The All I See Is You star isn’t the first celeb to use this tactic as part of a promotional stunt. Last August, Taylor Swift deleted the posts on all of her social media accounts in advance of announcing her Reputation album. The singer has since mostly used her Instagram to promote the album’s releases and its upcoming supporting tour.

Whether Lively will return to her old Instagram ways remains to be seen, and might stay a mystery for a while — A Simple Favor doesn’t hit theaters until September 14, 2018.

What did you think of Blake Lively’s Instagram being wiped? Let us know @BritandCo.

(photo via Ethan Miller/Getty Images for CinemaCon)